Despite his great wealth, David Astor lived modestly, putting his money to good use through a network of benefactions and charities. Although he proved a brilliant editor, he lacked the drive for profits like other newcomers to the business who took advantage to increase rapidly both their advertising and circulation at the expense of "The Observer". When "The Daily Telegraph" launched a Sunday edition in 1961 it changed what had been a staid industry and the ensuing battles for advertising changed the character of how and what newspapers were all about. The aggressive marketing by "The Sunday Times" under Canadian newspaper tycoon Roy Thomson hurt circulation while the paper's unions were making repeated demands that drove costs to a point where the operation became an unsustainable business.