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Update 2: Google has now placed Fast Flip at the bottom of Google News.

Update: Google announced that it now has 2 dozen more publishers representing over 50 publications on board the Google Fast Flip train (which is still in experiment status). New sources include Tribune Co. newspapers such as the Los Angeles Times and the Chicago Tribune, McClatchy Company newspapers such as the Miami Herald and the Kansas City Star, the Huffington Post, Popular Science, Reuters, Public Radio International, POLITICO and U.S. News & World Report.

Original Article: For being nothing more than a "labs" project for Google, Fast Flip has received an overwhelming amount of attention as well as criticism. In case you have been under a rock, Fast Flip is a lab Google launched, that has been talked about before under its codename, "Flipper."

What it does is let you "flip" through news articles on the web, as you would do with a magazine. In Google’s words, "Fast Flip is a new reading experience that combines the best elements of print and online articles. 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."

Google partnered with the New York Times, the Atlantic, the Washington Post, Salon, Fast Company, ProPublica, and Newsweek to launch the lab. According to Google, partners will share revenue earned from contextual ads shown with articles. Google says that encouraging readers to read more news is "part of the solution" to the woes of the publishing industry, though the company does acknowledge that there is "no magic bullet."

It would appear that many certainly agree that Fast Flip isn’t a magic bullet either way. Here are a few sample critiques of Fast Flip from around the web:

"It doesn’t seem very fast and also doesn’t flip pages, but slides them across the screen," says David Coursey at PC World. "I want to like anything Google does that makes life easier for readers, but Fast Flip can make news harder to access, not easier."

"Overall, Fast Flip just seems like a disappointing product," says Frederic Lardinois at Read Write Web. "The cooperation with content producers is interesting, though we wonder if a single AdSense unit on the site will really make newspapers any money."

Dan Frommer at Silicon Alley Insider has some particularly harsh words for the iPhone version of Fast Flip, which he deems useless. "Unlike on the desktop, you can’t actually read anything. The text is far too small," he says. "And when you click ‘zoom,’ it doesn’t zoom into a version of FastFlip where the text is larger, fitted to the iPhone’s screen size, and actually readable. Instead, it expects you to pan around the page to read the text..No thanks!"

And like in the Blogosphere, there are of course varied opinions of Fast Flip floating around Twitter:

The important thing to remember here is that Fast Flip is just a Google Labs feature. That means it’s not a proper release or a final product, though it is interesting that there are partners making money (allegedly) from the release. Google’s own description of Google Labs:

Google Labs is a playground where our more adventurous users can play around with prototypes of some of our wild and crazy ideas and offer feedback directly to the engineers who developed them. Please note that Labs is the first phase in a lengthy product development process and none of this stuff is guaranteed to make it onto Google.com. While some of our crazy ideas might grow into the next Gmail or iGoogle, others might turn out to be, well, just plain crazy.

Most Google labs releases never make it out of labs status, though there have been exceptions. The fact that partnerships are involved could make the transition to actual release, and maybe a full-fledged feature of Google News, but as long as it’s a lab, it’s not going to be perfect.

Update: Google’s Marissa Mayer has now announced the product officially, and named it Google Fast Flip.

Original Article: Google is reportedly launching a new lab in Google Labs called Flipper, which takes Google News to a much more visual place, by showing news stories as thumbnails of the actual pages they reside on.

TechCrunch managed to get a screenshot of the service, which is apparently only available on a password-protected server at this point, but said to be launching soon, although we haven’t heard or seen any official comments from Google.

Google Flipper (Via TC)

Based on the screenshot, you can see that you can browse by section (politics, business, US, World, Sports, Sci/Tech, Entertainment, Health, Opinion, Travel) as seen on the left-hand side. At the top are tabs for "recent," "most viewed," "recommended," and "headlines." At the bottom are tabs for different sources, which should make for an interesting way to read stories from specific sources you like.

It’s a little hard to say much about the service before it has launched and anybody has had a chance to use it, but it looks like it has quite a bit of potential. It’s hard to tell how the "big publishers" will react to this, but I doubt any widespread controversy will come of it either way as long as it is only a lab. However, when labs are perfected, they do have the potential to become full-fledged features.

On the other hand, it is possible that publishers are partially behind the lab. "I’m going to guess that Flipper may be something that Google developed in conjunction with publishers, who have lobbied for more visible placement in Google News and contended their brands have been diluted and their content ‘devalued’ by intermingling on Google News with random blogs and no-name sources," speculates Greg Sterling at Search Engine Land. "The assumption might be that seeing the branded pages will yield better response for these publishers, who assume their publications are more trusted by consumers, and so on."

Speaking of getting more visual placement in Google News, the company has recently posted a FAQ page for Google News publishers, which does touch on image inclusion. If publishers have images and they’re not showing up in Google News, the company lists some possible reasons:

- Your images are hosted on a different domain from your main site (for example, your articles are at mynews.com and your images are at myimages.com)

- Your images are too small, or the aspect ratios are different than what we look for

- Your images aren’t inline (i.e., they’re clickable)

- Your images may be too low-resolution

- Your images may be positioned too far from your article titles

-  Your images may lack captions

Those are guidelines for all publishers though. This does not exactly solve the problem for "big publishers" Sterling mentions. If Flipper is only for big publishers, it could certainly go a long way to highlighting the big brands in Google News, should it ever become an actual feature and not just a lab. However, that would start a whole new argument (or the same old one, depending on how you look at it) from the smaller guys.