Newsweek's dedicated Mad Men issue celebrated the return of the hit series. We decided to make the advertising part of the issue's entertainment value. A media kit invited advertisers and agencies to submit special retro layouts of their ads, as if they were created by Don Draper himself. There were forward-looking technological twists too. The cover headline and photo shoot featured animations and outtakes available only in the iPad edition. The advertising wasn't an interruption from the content—it was a perfect complement.