Our newest, exclusive Subscription Site Insider Case Study reveals how Dow Jones Local Media Group uses overlays to turn newspaper visitors into paying online subscribers. Although 99% of online dating sites use overlays to garner more email opt-ins and free registered users, it’s not a tactic we see used very often by mainstream subscription publishers.So we were thrilled when Insider Member Kurt Lozier, SVP Dow Jones Local Media, offered to share his early-stage test results for eight local newspaper sites.  Lozier said trying overlays meant a culture shift to go for the registered user first before going for the sale. “When we first started it was all about when you hit the wall, going directly for the subscription and the users were just bouncing off that thing left and right. The bigger challenge was to change that thinking and approach and create a sales funnel that had levels,” Lozier says.