Google, which launched Fast Flip at the TechCrunch50 technology conference in San Francisco, compared using the quick-loading product to flipping through the pages of a magazine "really fast without unnatural delays."

Fast Flip allows users to quickly browse through news stories from the websites of Google's three dozen partners.

A Web surfer can quickly jump from one article to the next using large arrows at speeds significantly faster than the time it usually takes to load a Web page.

"As the name suggests, flipping through content is very fast, so you can quickly look through a lot of pages until you find something interesting," Fast Flip developer Krishna Bharat, a Google engineer, said in a blog post on Monday.

Other companies supplying content include magazines such as the Atlantic, BusinessWeek, Cosmopolitan, Elle, Marie Claire, Newsweek and Popular Mechanics, as well as online news sites TechCrunch, Salon and Slate.

The Mountain View, California-based Google has had a strained relationship with some US publishers and Bharat said the Internet company would share advertising revenue from Fast Flip with its media partners.