The Google news mole burrowed deeper into the dried ink of over 50 media publications yesterday, after it launched Fast Flip three months ago.
The service, which is still part of Google Labs, has now signed up the likes of the Los Angeles Times, Huffington Post and UK national newspapers including the Telegraph, Independent and the Express.
Google's Fast Flip is an experimental news apps that lets users quickly wade through online news stories.
"Now you can use Fast Flip to engage with content from even more of your favorite news outlets in an innovative way, and continue to explore topics covered by a diverse group of sources," said Google.
It added that users can also use a mobile version so as they can "flip through all these new articles on your Android-powered device or iPhone".
The search engine giant didn't comment on whether Fast Flip would be moved out of Google's Lab, however.
"While we're encouraged by the positive feedback about Fast Flip, it's just one of many experiments you'll see us try in partnership with news publishers," said Mountain View's software engineer Jack Hebert.
"Our goal is to work with the industry to help it continue to innovate and build bigger audiences, better engage those audiences and generate more revenue."
But when you boil that statement down, Google is very much business as usual by going where the money is - ads. ®