Publishers Warily Embrace Google's New Fast Article Format

Publishers have been trying to cut the time it takes their sites to load, but as their embrace of a Google plan to speed up the Web shows, they recognize they can’t do it alone.

Google announced this morning a new article format it is reportedly working on with Twitter to speed up page-load time. The format comes in response to the reality that people are doing more of their reading on mobile phones, and a slow-loading site can cost publishers (and Google) in readers and ad dollars.