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Much of the current research in turbulent drag reduction centers on controlling locally individual streamwise vortices. These techniques involve complex closed loop control systems that become difficult or impossible to implement in practice. Extensive numerical simulation has suggested that introducing streamwise vorticity in the form of a transverse unsteady excitation can reduce drag far more effectively than spanwise vorticity control and would only require simple open loop control making it far easier to implement. In this work we implemented the above concept using Lorentz force actuators consisting of alternating pairs of electrodes and magnets. Specifically, we used a transverse oscillating square current waveform, and conducted experiments in a weakly conductive sodium nitrite solution. Detailed velocity profiles using laser Doppler velocimetry (LDV) were obtained in the 1 to 3 m/