The Internet search leader unveiled the experiment, called “Fast Flip,” Monday at a conference hosted by TechCrunch, a popular blog.

The service is meant to duplicate the look and feel of perusing a printed publication. The stories are displayed on electronic pages that can be quickly scrolled through by clicking on large arrows on the side instead of a standard Web link that requires waiting several seconds for a page to load. Readers can sort through content based on topics, favorite writers and publications.

For now, Fast Flip will only show the first page of a story. Readers who want to continue will have to click through to the publisher’s site, where the display reverts to a traditional Web page.


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