Matthew Weiner

AGE: 44
OCCUPATION: Mad Men creator
PREVIOUS APPEARANCES ON THE TIME 100: 0

PRO: The second season of Weiner's what-lies-beneath ad-agency drama reached Sopranos-like levels of both cultural prestige (SNL parodies, magazine covers) and critical adoration (16 Emmy nominations, including a Best Drama win).

CON: The season finale earned 1.75 million viewers — a smash for basic cable but minuscule compared with network-TV numbers.

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