New Google reader could change web content dynamics

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Google (GOOG) has released a new technology called "Fast Flip" that helps internet users browse through content websites easily, without forcing each page to load on its own.

The latest content experiment involves partnerships between Google and a number of content firms. According to a blog at the search company's website, "To build Google Fast Flip, we partnered with three dozen top publishers, including the New York Times, the Atlantic, the Washington Post, Salon, Fast Company, ProPublica and Newsweek." The partners will share the revenue earned from contextually relevant ads.

Google describes its reason for launching the product as, "Like a print magazine, Fast Flip lets you browse sequentially through bundles of recent news, headlines and popular topics, as well as feeds from individual top publishers."

The service is extraordinary and should attract large news audiences and pageviews to online publications. The interface is intuitive and allows readers to move through dozens of content sites in a matter of seconds, so the days of loading browser after browser of sites may be coming to an end.

Not all content owners reacted positively to the Fast Flip initiative. According toThe New York Times, "Some publishers acknowledged that, if successful, Fast Flip would compete with already beleaguered news Web sites. But they were persuaded the experiment could be useful." They should put their concerns aside; the service is so easy to use that it is likely to expand their online audiences substantially.

Fast Flip is the best online product that any large internet company has developed to allow users to access content, and the publishers can be paid though Google text ads as well.

Fast Flip may well be the future of content display on the internet.

Douglas A. McIntyre is an editor at 24/7 Wall St.

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