As the number one search engine, Google has been seen as an enemy by those in the news industry. But despite that, Google is making a dauntless attempt to be seen as a friend with a new serice that it hope will give a better experience for readers to read online newspaper and magazine articles.

The search engine company has recently introduced an experimental news hub called Fast Flip that allows users to read news articles from major publishers and flip through the pages just like reading the pages of a printer newspaper or magazine. And as usual, Google ads will be placed around the articles and share the revenue with the publishers.

Fast Flip, which is adopted from Google News will eliminate critical setback of online news sites – they are slow to load which will turn off many readers. Google believe that if reading news online was as fast as flipping through printed newspaper and create almost the same reading experience, people will read more.

The service is initiated with the colobration of a number of major news agencies; The New York Times, BBC News, Newsweek and The Washington Post to name a few. Magazine like The Atlantic, Cosmopolitan and Esquire are also involved in this service.

Fast Flip, which is available at fastflip.googlelabs.com features quick flipping from one article to the next, or from one rail to the next. The articles, which are images of Web pages that have been stripped of ads and other items that slow them down, load with scant delay. Readers can zoom into a specific section, publication or article. They can often read the majority of an article directly on Google, although if they click on it, they will be taken to the publisher’s Web site.