Old-School Network Tries New Ad Model

As new social network giants MySpace and Facebook look for ad models that keep up with their sharp growth trajectories, they might cast their eyes to one of the old kids on the block, Classmates.com.

The decade-old site, which was a social network before they were cool, is about to relaunch with a cleaner look and a novel twist on contextual advertising. Its new “My Favorites” page will let its 40 million members create profiles of their interests in music, movies, books and travel—much like those on other sites.