Google Fast Flip Goes Live; Experiment In News Reading And Revenue Sharing

*Google* Labs flipped the switch today on *Google* Fast Flip, an experiment certain to be blown out of proportion by some people because it involves publishers, shared revenue and Google (NSDQ: GOOG). Roughly three dozen publishers, including the New York Times, the Washington Post and sibling Newsweek, Salon and The Daily Beast have agreed to let Google use their logos and graphical images of their web content, sort of screenshots plus, for a finite time in exchange for the chance to take part in a new user interface being offered on the web and on mobile, usage research and a share of revenue from contextual advertising. (Screenshots.) Fast Flip promises to provide access to content fast and in a way that will encourage people to read more than snippets.

But Martin Nisenholtz, the NYT‘s SVP of digital operations, cautions against reading too much into the revenue sharing — or the licensing relationship. “There’s no grand plan here, nothing more to this other than learning,” he told paidContent. “This is not about any kind of large strategic relationship issue.” He admits the rev share is an unusual step, especially for Google winch has never shared revenue for news content: “They’re sharing revenue in a way they