"People are getting fed up with 'me, me, me', it's about 'we' from now on." According to Patrick Bernhart, publisher of SchoolBANK.nl, this is one of the reasons why SchoolBANK is so popular. The Dutch online social community where old classmates reunite has seen excellent growth since it was acquired by ilse media early in 2007. What is the secret behind the success?

It must be a familiar feeling. Once you reach a certain age, you start looking back at your schooldays with yearning. Back then the world seemed a more relaxed place. You still had your innocence. In these formative years friendships were established that seemed to last forever. And now, stressed out and rapidly approaching a quarter- or midlife crisis, you want to know what has become of your friends from these past times. So you register at SchoolBANK.

Once there you find out that you are not alone. SchoolBANK has 3.3 million subscribers. 2.5 Million unique visitors every month engage in sentimental discussions. With an average reach of 19% (over 100% growth compared to 2007) in the first quarter of 2008, SchoolBANK has become the 14th website of The Netherlands. How?

Patrick: "Basically we did three things. An important traffic generator is our newsletter. Right from when we took over, we experimented with the subject heading. 'Anita, do you still remember your old schoolmates from the Princess Beatrix Highschool?' is much more personal than 'Newsletter June 2008'. And it works."

"Secondly, we redesigned the homepage after logging in. It's better structured and allows for easier navigation. And finally we are actively seeking co-operation with other sites in the ilse network, Startpagina is an important traffic generator for us."

This has made SchoolBANK into the second largest social network in The Netherlands. SchoolBANK distinguishes itself from Hyves (the number one) through its business model. Patrick explains: "We have a clear business model. We sell advertising and we generate subscription income. Finding classmates, looking at pictures - that's all completely free. But for only €12 a year you get complete access so you can contact your old friends as well."

The subscription fee turns out to be low enough for people to actually subscribe. An added bonus is that the SchoolBANK audience is a little bit older, with money to spend. They are more serious, which makes contacts more meaningful. Patrick: "It is amazing what beautiful stories SchoolBANK has helped create. School sweethearts who lost touch have reconnected through our network. Many have fallen in love again, several have tied the knot. Even babies have been born out of our website!"