United Online In Big Memory Lane Push

Woodland Hills-based United Online is launching a big push of its newly renamed Memory Lane business. According to the firm and Santa Monica-based production firm Optimus, United Online is launching a national advertising spot focused on the newly renamed and refocused nostalgia business. MemoryLane was, until recently, United Online said in February that it had refocused Classmates into Memory Lane, a new site focused on nostalgic magazines, newsreels, high school yearbooks, and other information. The shift came as Classmates--originally focused on connecting users to old high school classmates--essentially became obsolete in a world of social networking sites. Optimus said United Online started running their commercial spots this week, on national cable, syndication, and network TV.