Snapchat is eyeing advances in news, advertisements and more with a new service called Snapchat Discovery that could be launching this fall, sources have said.

Rumored for a November release, the service will provide video clips and news articles to Snapchat users, Reuters reported via the Wall Street Journal.  

Around 12 media companies have been in talks with Snapchat to provide ads and other content for the potential service, sources familiar with the matter told the Journal.

Like the ephemeral "snaps" sent by users, Snapchat Discovery content would also disappear after a certain amount of time. The service would let people read daily editions of different news publications and watch video clips by placing a finger on the screen.

The California-based startup, which reportedly turned down a $3 billion acquisition offer from Facebook last year, has been working to establish itself as more than an app for tweens and teenagers to send photos that disappear in seconds.

Brands such as Yum Brands, Taco Bell and GrubHub have already been using Snapchat for promotional offers and contests.

"Snapchat has been laying a lot of groundwork for making it a place that is safer for brands," said David Berkowitz, chief marketing officer at ad agency MRY, as quoted by the Journal.

According to Snapchat, users send more than 500 million snaps daily, the average user checking the app 14 times per day. The messaging service, which received a valuation of more than $2 billion last year, is estimated to have 27 million users as of June.

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