Tribune Co. & Google partner on Fast Flip project

Subject:

Comments:
: Chicago Tribune parent Tribune Co. said Wednesday it is partnering with Google on a service the digital behemoth is developing in hopes of making reading news online more similar to paging through a printed copy. : With Google Fast Flip (fastflip.googlelabs.com), rather than get a headline and brief bit of text from which to click through as in a standard Google search, users' search results come with a glimpse of the whole Web page on which the content can be found. The idea is to enable users to see photographs and graphics, and make it easier to move through a variety of stories on a single topic from a variety of sources. : Tribune Co.'s arrangement to share its newspapers' content via Google Fast Flip -- which is still in a developmental stage -- includes an advertising revenue-sharing component between Google and the Chicago-based media company, a Tribune Co. spokesman said. : The move comes amid reports in recent weeks that Microsoft is hoping to boost its rival search site by dangling incentives for Rupert Murdoch's News Corp. and other content providers to de-list their Web sites from Google's search index and give its Bing search engine exclusive access. That would dovetail with Murdoch's stated goal of getting paid for his company's digital content. : Tribune Co. Chairman Sam Zell said earlier this month on CNBC that he is "more than willing to let Rupert take the first sword," but he believes "there's a good chance" that ultimately Murdoch's strategy will work. : Besides Tribune Co., Google said on its blog that McClatchy Co. papers will participate in Google Fast Flip, which has been in development for the last three months and remains in Google Labs section of its site. Other participants include the Huffington Post, Politico, U.S. News & World Report, : Popular Science, Reuters and Public Radio International. : "While only in a trial stage, we think participating in Fast Flip will provide us with greater understanding of how users interact with our content, and how we can better meet their online needs," Marc Chase, the head of Tribune Interactive, said in a memo to company employees. "For example, does Fast Flip drive more users to our Web pages, or is a preview all users are looking for? Fast Flip has the potential to open up a new distribution channel for our content." : : Google, Tribune Co. partner on Fast Flip project

Optional Link URL:
Link Title:
Optional Image URL:

Enter verification code: