Trinity Mirror, the largest national and regional multi-media publisher in the U.K., is testing out an ad-free subscription offering, reports Marketing Week. For £2.99 a month, readers can access the Mirror’s website without annoying banner ads, video ads or pop-ups.

According to Marketing Week, the new offering isn’t heavily marketed on Mirror.co.uk, and it is not easy to find. Instead, the message announcing the option appears every 10 articles and is served up to readers with and without ad blockers. We tested the site, viewing more than 10 articles, without an ad blocker, and we did not see the offer, nor could we find it on the subscription page.

In an interview with Marketing Week, Zoe Harris of Trinity Mirror Group said they are experimenting with different business models to see what works. At this time, however, the Mirror is not considering a paywall. Harris told Marketing Week they wouldn’t share numbers, but it was too early to determine if the experiment has been a success. They are not expecting a lot of readers to take advantage of the ad-free subscription.

“Rather than overanalyzing it, it’s about seeing what happens and about keeping a dialogue with our users throughout, so we can understand what’s happening and why,” Harris told Marketing Week. “It’s equally as interesting to understand those who have subscribed, turned off ad blockers, subscribed and dropped out, or decided not to pay. Until you put these things live, the information you get is only so valuable.”

This new service could bring in additional revenue to supplement the company’s print and subscription revenue and its advertising revenue. In December, when Trinity Mirror PLC offered a trading update to investors, it reported that it anticipated group revenue would decrease by 8 percent in the fourth quarter. Publishing revenue would decrease by 8 percent, with print decreasing by 10 percent and digital increasing by 8 percent. Print advertising revenue was expected to drop by 17 percent and circulation revenue was projected to drop by 5 percent.

Also notable in its trading update was the sale of the company’s office building in Cardiff for net proceeds of £7.8 million, and the company is still settling civil claims that arose from phone hacking. Eighty percent of the claims have now been settled, but costs have been higher than anticipated. By year end, the company expected to pay around £22 million in settlement charges.

Trinity Mirror is only one of many subscription companies testing an ad-free option. Last year the New York Times was working on an ad-free model, OTT services like CBS All Access and Hulu were offering an ad-free subscription tier, and Crunchyroll, a streaming anime service, also offers an ad-free experience for subscribers who are willing to pay a little more.

Insider Take:

Why would readers pay for ad-free access to content they can get for free or when they can block ads using an ad blocker? Because the Mirror serves up a significant number of annoying ads, including banner ads, large sidebar ads that take about 1/3 of the screen width, auto-play video ads, tower ads, promoted stories and more. On some websites and applications, ads are easy to ignore or tune out. That’s not the case with the Mirror, and if this is where we got our daily news, we’d be tempted to subscribe to the ad-free service. It would provide a more pleasant user experience.