Classmates.com brand demoted in 'Memory Lane' site launch |
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Classmates.com brand demoted in 'Memory Lane' site launch
One of the survivors of the original dot-com craze, Classmates.com, is taking a back seat to a new brand as its parent company maneuvers to escape the shadow of Facebook.
United Online Inc., the parent company of Seattle-based Classmates.com, today announced that the Classmates service has become a component of its newly launched nostalgia site, MemoryLane.com. Visitors to Classmates.com are now greeted with the Memory Lane logo, with a submenu pointing to traditional Classmates services.
It's the biggest step yet in an effort to reposition the site for people interested in nostalgia-related content, including high-school yearbooks, images and video from eras dating back to the 1940s.
United said it is also renaming its Classmates Online Inc. subsidiary to Memory Lane Inc. The business, originally based in Renton, now has headquarters on the Seattle waterfront, north of downtown.
In recent years, the Classmates service has drawn fire for questionable online marketing and email practices, resulting in criticism from lawmakers and a large class-action settlement.
Previously on TechFlash: Old-school Classmates.com forced to face up to Facebook
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