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Type of site
Social networking service
OwnerUnited Online
Created byRandy Conrads
Alexa rank
negative increase 3,731 (April 2014)[1]
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Type of site
Social networking service
OwnerUnited Online
Created byRandy Conrads
Alexa rank
negative increase 3,731 (April 2014)[1] is a social networking service created in 1995[2] by Randy Conrads who founded Classmates Online, Inc.[3]

The social media website was originally designed to assist members in finding friends and classmates from kindergarten, primary school, high school, college, work and the United States military. In 2010, CEO Mark Goldston described the transition of the website "to increasingly focus on nostalgic content" such as "high school yearbooks, movie trailers, music tracks, and photographic images."[4] To this end, and to appeal more to older users, the website name was changed to Memory Lane, which included a website redesign.[5]

Corporate information[edit]

United Online, Inc. (Nasdaq: UNTD) acquired Classmates Online in 2004[6] and continues to own and operate the company as part of its Classmates Media Corporation subsidiary.[7]

Classmates Media operates online social networking and loyalty marketing services under the[8] and MyPoints[9] brands.

Classmates Media also operates the following international sites designed to enable users to connect with old friends:

Classmates Media Corporation's business model is based on user-generated content and revenue from paid subscriptions and advertising sales.[10]

Users and ranking among other social networking sites[edit]

As of November 2010, Classmates was not among the top 10 social networking websites and forums, as measured by Hitwise.[11]

The only time Classmates appeared on Hitwise's top 10 list of social networking websites was June 2009, when it appeared tenth with 0.45% market share.[12]

In early 2008, Nielsen Online had ranked Classmates as number three in unique monthly visitors (U.S. home, work) among social networking sites.[13] As of June 30, 2008, Classmates Media had more than 50 million members, but only 3.8 million pay subscribers.[14]

In 2006, television program The View mentioned as having more than 40 million[15] members in the United States and Canada.

According to the Online Publishers Association Paid Content U.S. Market Spending Report, was Number 4 among the Top 25 Web Destinations Ranked by Consumer Content Revenue in both 2002 and 2003[16] (the last years that individual site rankings were broken out). As more users move to Facebook, the site has fallen in popularity. shows to be the 4,211 most visited website on March 12, 2011, falling from the top 1,000 as recently as January 2010.[17] was one of the first social networks. However, its habit of continuously dunning customers for small fees prevented it from reaching the scale and popularity of later social sites.

Privacy[edit] members use real names, not screen names (although some members use a "fake name"). Member privacy is protected through a double-blind email system, so email addresses and contact information are never revealed unless self-disclosed by members one-on-one.

Registering and networking[edit]

It is free for people to register as a Basic member of Basic members can create profiles and search the entire social networking service for friends. Basic members may also post to and read community message boards and view information about upcoming reunions, but they may not email anyone or view other members' profiles. They can write emails and send them, but the recipient cannot read them unless the sender becomes a paid member. This doesn't become apparent until an email is already composed and sent. Basic members who try to send emails or view profiles are funneled to a page where they can upgrade to Gold member status for a fee. Gold members, who pay a fee, may view other members' profiles, photos, biographies, timelines, interests, announcements and send email to and receive email from any member, view notes posted on their profile bulletin board, see the names of others who have visited their profile and signed their guest book, access and use tools for planning reunions and create their own private groups.

Controversial business practices and legal issues[edit]

Membership renewal and cancellation[edit]

It is standard practice for to auto-renew memberships at the end of each billing period. In December 2006, when PCWorld field tested several companies to determine how easy or difficult it was to cancel their service, was one of the companies that received their worst rating.[18]

Fraudulent e-mails and settlement[edit] had sent a significant number of emails that told recipients their old friends from school wished to reconnect (and the recipients would need to buy memberships to receive their old friends' contact information). The lead plaintiffs in the case, David Catapano and Anthony Michaels, would each receive $20,500 as part of that provision.[19] has agreed to pay up to $9.5 million to its users to settle the lawsuit.[20] In addition, does not allow members to provide each other with private e-mail addresses, street addresses or phone numbers since this would allow the members to communicate with one another outside of the site and therefore not pay for communications.

Piggybacking and post-transaction marketing[edit] was accused of piggybacking and post-transaction marketing.[21] United Online, the parent company of, earned $70 million from marketing practices under investigation in 2009 by the Senate Commerce Committee involving piggybacking a second credit card transaction with membership to involving a loyalty program.[22]

Settlement on hidden online shopping fees[edit]

On August 18, 2010, New York Attorney General Andrew Cuomo announced a settlement with six companies, including Classmates, as part of a probe into the discount club industry. Classmates was among the retailers that agreed to pay $2.1 million toward refunds and consumer education.[23] Under the scheme investigated, consumers who signed up for discounts or cash-back promotions were asked to enter their payment information; entering this information triggered small, easy-to-overlook recurring charges on the accounts, billed to unfamiliar company names. Classmates' share of the settlement amounts to $960,000 and a commitment to end these practices.[24]

See also[edit]


  1. ^ " Site Info". Alexa Internet. Retrieved 2014-04-01. 
  2. ^ CBS News, August 30, 2003. In Search of the Past.
  3. ^ Classmates, 2006. About Classmates Online, Inc.
  4. ^ United Online, Inc. - United Online Reports Third Quarter Results
  5. ^ Todd Bishop (February 23, 2011). " brand demoted in 'Memory Lane' site launch". Retrieved 2011-02-27. 
  6. ^ Seattle Times, October 26, 2004. No. 2 Internet service provider buying Classmates Online.
  7. ^ " Parent United Online Acquires School-Focused Friend Finder SchoolFeed | TechCrunch". Retrieved 22 October 2012. 
  8. ^ "Find your school, yearbooks and alumni online". Classmates. Retrieved 2012-01-13. 
  9. ^
  10. ^ No. 2 Internet service provider buying Classmates Online.
  11. ^ "Top 10 Social Networking Websites & Forums - September 2010". 2010-10-12. Retrieved 2012-01-13. 
  12. ^ "Top 10 Social Networking Websites & Forums - June 2009". 2009-07-14. Retrieved 2012-01-13. 
  13. ^ Nielsen Online, February, 2008. Nielsen Online Unique Monthly Visitors Ranking for
  14. ^ United Online, Inc. - United Online Reports First-Quarter Results
  15. ^ The View, February 1, 2006. Take a Second Chance with that First Love.
  16. ^ Online Publishers Association, May 2004. Paid Content U.S. Market Spending Report (PDF file).
  17. ^ " Site Info". Retrieved 2012-01-13. 
  18. ^ "Just Cancel the @#%$* Account! Big Hassles," PC World Magazine, December 22, 2006. Accessed May 30, 2007.
  19. ^ Singel, Ryan (November 12, 2008). " User Sues; Schoolmates Weren't Really Looking for Him". Retrieved 2012-01-13. 
  20. ^ settles suit over misleading e-mails | Ars Technica
  21. ^ tied to more dubious marketing tactics | Media Maverick - CNET News
  22. ^ Greg Sandoval (November 23, 2009). "E-tailers snagged in marketing 'scam' blame customers". Retrieved 2009-08-22. 
  23. ^ "UPDATE 1-Cuomo says 6 settle on hidden online shopping fees". Reuters. August 18, 2010. 
  24. ^ "Cuomo Obtains $10 Million In Settlements With Companies That Tricked Consumers Into Signing Up For Discount Clubs With Hidden Fees". 2010-08-18. Retrieved 2012-01-13. 

External links[edit]