Google is set to offer media companies the facility to publish stories similar to those found on Snapchat’s “Discover” platform.

Google’s project, dubbed “Stamp,” is in the early stages of testing with publishers and tech companies, including Google, Snapchat’s owner Snap and Facebook, in a race to develop publishing tools for media companies in areas such as news, entertainment, sports and other content.

The challenge, however, is making them faster and easier to use than a Web browser.

More seriously, it also faces the situation that most media companies will not wish to be seen as under the influence of Google, or any other IT company. They have ways of getting their own stories.

Nonetheless Google is said to have been in discussions with several publishers, including Vox Media, Time Warner’s CNN, Mic, the Washington Post and Time to participate in the project, according to the Wall Street Journal.