So the industry is accepting that circulation will fall and hoping to find a level that can be sustained with little effort. As a result, the subscription churn rate — the number of people who drop their newspaper each year divided by the total number of subscribers — fell to 36 percent last year from 54 percent in 2000, the newspaper association says.

There are exceptions to the trend; New York City’s tabloids, The Daily News and The New York Post, continue to scrap for as many readers as they can, even if many of them drift away. And some executives and analysts think newspapers have gone too far in cutting investments meant to cultivate new readers, like advertising on radio or distributing papers in schools.

“Newspapers have not spent a lot of money on that kind of self-promotion, and I think that has hindered our long-term growth,” said John Kimball, chief marketing officer at the Newspaper Association of America.

A prime example of the new approach is at The Los Angeles Times, which has lost more circulation in this decade than any other paper, falling to about 800,000 on weekdays in its most recent reports to the Audit Bureau of Circulations, from almost 1.1 million in 2000.

“There is a school of thought these days that you stop actively selling altogether and let the readership seek its natural level,” said Jack Klunder, senior vice president for circulation at The Los Angeles Times. “We’re not at that point, but we’re running far fewer promotions, accepting that some number of people are never going to buy the paper, long run, at full price.”

Like many other papers, The Times has also cut back sharply on advertising itself. “When the profitability stream of the paper is interrupted, you start to look at places to save on the expense side,” including advertising, Mr. Klunder said. “You need to advertise in the long run, but we make a lot of short-term decisions in this business.”

The New York Times’s circulation has held relatively steady in this decade, but that masks two opposing trends. In its home market, circulation is down, as The Times, like others, has cut back on promotions and discounting. But sales are up in other markets where The Times continues to pursue new, mostly affluent readers.