Google has launched a new GoogleLabs product called Fast Flip that promises to bring a more magazine feel to the web. The new service will allow people to flick through a number of publications quickly like a magazine rather than waiting for individual pages to load.

One problem with reading news online today is that browsing can be really slow. A media-rich page loads dozens of files and can take as much as 10 seconds to load over broadband, which can be frustrating. What we need instead is a way to flip through articles really fast without unnatural delays, just as we can in print.

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 says it has partnered with three dozen top publishers, including the New York Times, the BBC, Salon and Newsweek with the premise to bring on more publishers if the new offering is successful.

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. Fast Flip is the latest step that Google has taken to improve its relationship with newspaper and magazine publishers, many of whom have railed against the company for profiting from their articles without sharing the wealth. Google says publishers will get a share of adverts displayed around the content.

Google are also promising to personalize the experience for you, by taking cues from selections you make to show you more content from sources, topics and journalists that you seem to like.

Check out Google Fast Flip