Google hopes readers will 'flip' over new format

SAN FRANCISCO (AP) -- Google is testing a new format that is supposed to make reading online stories as easy as flipping through a magazine.

The change eventually could feed more advertising sales to revenue-starved publishers.

Google unveiled the experiment, called "Fast Flip," Monday at a San Francisco technology conference.

The service is meant to duplicate the look and feel of perusing a printed publication.

More than three dozen publishers, broadcasters and Web-only outlets have agreed to share their content on Fast Flip. The participants include two major newspapers, The New York Times and the Washington Post, as well as large magazines like Newsweek and BusinessWeek.

Google intends to give publishers most of the revenue from Fast Flip ads.