43. United Online
U.S. 2010 digital revenue: $160 million
Snapshot: Classmates.com’s once omnipresent ads are gone and the site is no longer focused on connecting long-lost classmates, but United Online still tries to generate as much money as it can from people surfing the internet to get in touch with their past. In addition to Classmates (which is now known as Memory Lane) the company’s content and media business includes MyPoints, a site that gives members reward points if they do certain online activities, like respond to an e-mailed offer.
Key digital move in 2010: With sales and subscribers dropping — as members realized they could just as easily find old friends (for free!) on Facebook — United Online unveiled a plan to revamp Classmates.com as a “nostalgia content” site featuring vintage magazines, historic newsreels, and digitized yearbooks. The new site, called Memory Lane, debuted last month.
How we generated our estimate: The company’s content and media business posted $202 million in sales in 2010; elsewhere in its 10-K filing, United Online disclosed that $38 million of its “nostalgia content” revenue came from outside the U.S.