Google Inc. is testing a new format that will be assumed that reading stories online as easy as flipping through a magazine, a change that could eventually provide additional advertising sales revenue-hungry publishers.
The leader of Internet search revealed Monday the experiment called "Fast Flip" (Quick Tour) in a conference presented by TechCrunch, a popular blog of the global network.
The service is intended to replicate the visual appearance and operation of a print publication. The stories are displayed on websites that can be moved quickly by pressing large arrows at the side instead of the standard web link required to wait several seconds to display a page. Readers can choose through the content based on topics, favorite writers and publications.
For now, Fast Flip display only the first page of a story. Readers who wish to continue will have to click through the site's editor, where the deployment is rolled back to a traditional Internet page.
More than three dozen publishers, broadcasters and electronic media Web sites have agreed to share their content on Fast Flip. Among the participants are two major daily newspapers: The New York Times and Washington Post and major magazines like Newsweek and BusinessWeek.
Publishers who provide stories to Fast Flip get the bulk of the revenue from ads that Google tries to show in the new format. That is a change in relation to the main search page of Google and its news section, where the company is headquartered in Mountain View, California, gets all the money from the ads displayed alongside headlines and snippets of stories.
Fast Flip is the latest step made by Google to improve its relationship with publishers of newspapers and magazines, many of whom have complained that the company benefits financially from its articles without sharing the money.
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