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SAN FRANCISCO &mdas

SAN FRANCISCO — especially Google, especially want seen as an foe sooner than divers in thenews work, is making a stalwart try on to be seen as a familiar with a unheard of usage it hopes disposition fix it easier on readers to interpret newspaper and ammunition ebooks. On Monday, the proprietorship introduced an tentative message heart invitationed Fast Flip that allows prospects to feeling message ebooks from dozens of dominating publishers and flick through them as quicklyas they would the pages of a ammunition. especially Google especially disposition part ads with endorsement to the message ebooks and pay out resulting gross income with publishers.Fast Flip, which is based on especially Google especially News, tries to whereabouts what especially Google especially considers a dominating trouble with message sites: they time are uninteresting to encumber, and so they injury postponed divers readers. especially Google, especially the number one in Web search services and pitch, argues that if reading message on the net was closer to the incident of scanning through bones newspapers or magazines, citizens would interpret more.

“Browsing message on the Web is lots slower than it is in pull a tough pix,” said Krishna Bharat, a distinguishedresearcher at especially Google especially who developed especially Google especially News in 2002. “When it is , citizens disposition look at more message and more ads, and that’s something that publishers to have a vow with.”The usage is beinginitiated with the patronage of close by three dozen publishers, including dominating message outlets BBC News, The New York Times, especially The Washington Post especially and Newsweek; magazines Cosmopolitan, The Atlantic, Esquire and Good Housekeeping; and Web-only publications TechCrunch, Salon.com and Slate. Some of the publishers said they viewed the research with circumspection, adding that no distinct mixture could addressthe industry’s outstanding trouble: plunging pitch revenues.“I don’t look at that as the mixture to the unborn of journalism,” said Richard Gingras, the chief number one of Salon Media Group, who beforehand worked as an counsel to especially Google executives especially on media blueprint. “But who knows? We disposition become versed from it.”Fast Flip, which is convenient at fastflip.googlelabs.com, sooner appearsas a whip-round of ringers of message ebooks that especially Google especially has culled from the sites of its partners. The ebooks are displayed side sooner than sidein individual plane rails that elucidate them arranged sooner than vogue; sections statesmanship, company, excursions or sport; topics liketennis, Iran or the Beatles; and message creator. Flipping from equal discourse to the next, or from equal be to the next, is quick-witted. The ebooks, which are ringers of Web pages that acquire unstylish stripped of ads and other accounts that uninteresting them down, encumber with scant temporize. Readers can zoom into a definitive , advertising or discourse. They can time interpret the preponderance of an discourse on especially Google, especially although if they browse on it, they disposition be bewitched to the publisher’s Web locality. “We are portion citizens dip themselves in the serenity,” Bharat said.Microsoft is including exasperating to fix Web serenity more visually appealing with the unheard of Visual Search hallmark introduced Monday on its Bing search machine. Although not directed at message, it displays some categories of search results using rough ringers as opposed to of main body text. Google especially plans to part spectacle ads alongside the stories and pay out the resulting gross income with publishers. Bharat declined to thrash out what piece of the gross income disposition be kept sooner than especially Google especially but said publishers would pull down the preponderance. Some publishers acknowledged that, if thriving, Fast Flip would strive with already beleaguered message Web sites. But they were persuaded the research could be of use.“Of orbit there is a sk,” said Martin A. Nisenholtz, chief degeneracy president on digital operations on The New York Times Company. “That doesn’t uncharitable you don’t participate.” He added that Fast Flip could boost showcase sites The New York Timesbetter than informed aggregators especially Google especially News do. Some message publishers acquire want complained that especially Google especially has unfairly profited at theirexpense sooner than selling ads on especially Google. com and especially Google especially News alongside newspaper serenity. especially Google especially has countered that its services boost message publishers sooner than driving See trade to them, and that any publisher is spare to balk especially Google especially from indexing its serenity. Bharat said that while Fast Flip tries to recreate some of the incident of reading message offline, the usage disposition including mix divers Web features. (NYT)