Dow Jones' WSJ.com is reporting a 20 percent increase in paid subscriptions thanks to a change that takes into account the online portions of a $99 one-year online-print subscription promotion, reports paidContent.org.

The change includes those bundle subscribers who have registered for online, pushing the number of paid subscribers in Q107 to WSJ.com to 931,000 from 776,000 in Q106.

The shift comes as Dow Jones grows more comfortable with how the bundle is working. Not everyone who takes the bundle is included - only those who have shown an active interest in online. The bundle is meant as an entry point, a way to bring in new subscribers.