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Microsoft Pri0

Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times technology reporter Matt Day.

May 31, 2006 at 4:24 PM

Classmates ahead of the class

Adweek reported today that new social network giants such as MySpace and Facebook could find ad models by looking to the old kid on the block, Renton-based Classmates.com.

We questioned recently whether Classmates was hot anymore.

Apparently, it has a few tricks up its sleeve. Adweek said that the “decade-old site, which has been a social network before it was cool, is about to relaunch with a cleaner look and novel twist on contextual advertising.”

It’s doing that by creating a new “My Favorites” page that will let its 40 million members create a profile to list their music, movies, books and travel interests. The technology automatically turns those lists into advertiser links, which direct users to merchant sites.

Classmates is leaning heavily on local companies to make this work. For instance, RealNetworks’ Rhapsody, one of the sponsors, could give a visitor the option of buying a song or subscribing to its music service. Amazon.com is also one of the advertisers.

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