Google is expanding its content offering with the introduction of Google Currents, a new application for Android devices, iPads and iPhones that lets you explore online magazines and other content with the swipe of a finger. Google says that it has worked with more than 150 publishing partners to offer full-length articles from more than 180 editions including CNET, AllThingsD, Forbes, Saveur, PBS, Huffington Post, Fast Company and more. Content is optimized for smartphones and tablets, allowing users to navigate between words, pictures and video on large and small screens alike, even if they are offline.

To get started, users have to download the app and choose the publications they want to subscribe to for free. Users can also add RSS, video and photo feeds, public Google+ streams and Google Reader subscriptions they are already following.



Alongside Google Currents, Google is also launching a self-service platform that gives publishers the flexibility to design, brand and customize their web content.

Google Currents is integrated with Google+ so users can share articles or videos they've enjoyed with their circles. Publishers can also associate their account with Google Analytics. Details on how Currents' ad revenue will be divided weren't disclosed.

Currents is probably late to the competition, as it will be trying to catch up to Flipboard, one of the most popular applications on the iPad, and Zite, which is owned by CNN. Yahoo released a similar product called Livestand last month.

Google Currents is now available for download in Android Market and the Apple App Store for US users.