Germany's biggest-selling daily is giving online readers who use ad-blocking software a choice: turn it off, or you can't read any content unless you pay a subscription.

Publisher Axel Springer SE said Tuesday the experiment on the Bild newspaper's website is starting immediately. Users who don't switch off ad blockers won't be able to see any articles unless they pay a 2.99 euro ($3.40) monthly fee for "almost ad-free" access.

Axel Springer's move is a response to the increasing use of software to block advertising that is important for publishers' revenue.

Bild group management board chairwoman Donata Hopfen said that "even on the Internet, journalistic services need to be financed via the two well-known income streams — advertising and revenues stream — in order to continue to offer independent journalism."