NY Times on Twitter's Mad Men Chatter, Fortune on Mad Men's Ads

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Mad Men's fans have gone virtual. Check out Twitter, the social messaging website. "There is an unusually active group of people whose screen names are from the AMC television show Mad Men, and they have been posting updates in the characters' voices," according to the New York Times via Twitter versions of Don Draper (nearly 2,000 of them), Roger Sterling, Peggy Olson, and other characters from the series. An AMC spokeswoman told the Times, "We're delighted with the Twitter profiles."

With DVR, it's easier than ever to ignore commercials. But cable and broadcast networks are experimenting with ways to retain viewers during ads, now that the pricing of airtime "depends not only on how many eyeballs a show attracts but also on how many stay glued to the set during breaks,"Fortune magazine writes.

During Mad Men's second season premiere, AMC presented a near commercial-free show; it had only one 60-second spot from BMW featuring an interview with the adman who coined the "ultimate driving machine" slogan. The format costs four times as much as a 30-second spot, Fortune says, and was so successful that AMC is doing the same thing for the finale, with Heineken as the episode's sole sponsor.

Christina Hendricks appeared this week on Jimmy Kimmel Live!, where the avid knitter talked about the Mad Men phenomenon. "We all knew it was something special and exciting, and we just didn't know if anyone was going to see it," she said, "and all of a sudden people are catching on and they're excited about it and next thing you know, 16 Emmy nominations!"

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