When Boyd Pearson, editor-in-chief of Unbound Edition, says his site's tagline is "Meaningful Dialogue," he means it quite literally. The website is a corollary of Patrick Davis Partners, a brand consulting and management firm aimed at CMOs and other marketing professionals. A year ago, the firm launched the site in response to clients seeking input about the goings on of insightful popular culture. "We created the site to share our thoughts on the most interesting things happening right now with brands, markets, media and culture," Pearson says.

Throughout Mad Men's first season, Unbound Edition's "Attention Deficit Theatre" column delivered analysis and commentary on each episode by breaking down the major scenes into humorous fantasy scripts. The basic idea, wrote the column's author Kristin Ament, was to sum up "two minutes of key plot points, with added snarkiness as appropriate." For example, in episode three ("The Marriage of Figaro") when Pete returns from his honeymoon, Ament writes:

Everyone: Hey, Pete! How was the honeymoon?
Pete: Do I seem different? You know, since I actually had to sleep with my wife and not one of our secretaries.
Harry: Oooh boy, that wedding ring is like catnip now.
Pete: I'm a changed man, I tell you. I'm all committed to what's-her-name now. And the more I say this with an earnest face, you just know I'm going to be chasing Peggy around the office wearing nothing more than a strategically-placed Post-It note any minute.
Peggy: Welcome back. Please throw me over this desk and have your way with me.
Pete: Hey, who put this Chinese family and a bunch of roosters in my office?
All: Aren't we a bunch of culturally insensitive practical jokers? Sensitivity won't be required at the workplace for at least 20 years.
Pete: Yay!

The humor in Ament's dialogue is undeniable. But Pearson points out that it goes beyond mere entertainment. "Mad Men is a really stunning period piece that comments on today's media," he says. "While set in the 1960s, it's clearly about the massive changes that are crumbling the ad world today. Our twisted form of parody is social commentary on the show's social commentary. It's easy to mock the smarmy, self-important Pete Campbell because so many of us have worked with guys like that."

Pearson has found that the most careful analysis of subtext comes from the readers themselves, who, he says, have made the site's Mad Men coverage some of the most viewed content. "A lot of this comes out through the comments, and that's when our site is at its best." Regarding episode three, for example, one reader remarked, "One thing we might consider: while it SEEMS the show is about the 60s -- with big cultural changes looming and the ad world on the brink of collapse or evolution -- perhaps it is about TODAY. Big cultural/digital changes...and an ad world that has NOT changed quickly enough."

Reflects Pearson, "When readers provide their views and insights to our material, we get to the heart of some really important issues."