According to a Wall Street Journal report, Google is in talks with newspaper and magazine publishers to import some of their content to devices that run Google’s mobile OS as strategy against its competitors, such as Apple and Amazon. The tech giant will launch the feature app for these publishers’ contents.

The e-newsstand would include apps from media companies offering versions of their publications for smartphones or tablets running Android, say people familiar with the matter. Google hopes to launch it in part to provide a more consistent experience for consumers who want to read periodicals on Android devices, and to help publishers collect payment for their apps, these people say.

Media executives who have talked to Google say details of the newsstand venture and its timing remain vague. They add that it’s possible the venture won’t materialize.

Google has discussed its intentions with a range of publishers, including Time Warner Inc.’s Time Inc. unit, Condé Nast and Hearst Corp., according to people familiar with the matter. The three publishers declined to comment on any talks.

Still, the strategy fails to explain how this collaboration will add value to the e-newsstand industry. The details are vague and the sources are unknown making it a tentative venture that might as well not come to materialize. Google News has recently been mocked for being a leech in the newspaper business, and so Google CEO Eric Schmidt went on explain to a number of newspaper editors that there is money for newspaper companies on the web.

“We have a business model problem; we don’t have a news problem,” Schmidt said at the time. “We’re all in this together.”

Google recently launched Google eBookstore in order to secure a position in the lucrative market dominated by Apple and Amazon. Unlike Apple, it takes a much smaller revenue than the 30% rip-off from the iTune sales. Just recently, the competition in the eBook market got tighter when Amazon announced that they were increasing royalty percentages given to publisher. Apple, on the other hand, was reportedly working with News Corp. on an iPad-exclusive digital newspaper.