United Online Retargets Classmates At Nostalgia

Woodland Hills-based United Online appears to be making a major shift in strategy for its subsidiary. According to United Online this morning, it is looking to transform Classmates from what is now a social networking company to a "premier nostalgia content center" on the Internet. United Online explained that the move starts today, as it has posted more than 30,000 high school yearbooks on the site, allowing users to browse those yearbooks and even order printed copies of those yearbooks from a third party provider. The company said it is also planning to add a "wide assortment" of nostalgic content, including vintage magazines, music, photographic images, album covers, movie trailers, and movie posters. Mark Goldston, CEO of united Online, said in a statement that it hopes the yearbooks and other content will provide a "compelling reason" for people to sign up to the new website. The company plans to have over 70,000 yearbooks online by the end of the year.