In the past season of AMC's "Mad Men," silver-fox Roger Sterling was busily working on his memoir instead of keeping his nascent, struggling ad agency afloat. Now that memoir — penned by a fictional character on television — is actually getting published. "Wait, what? Dr. Edna, help us out with this?" asks Dave Itzkoff in The New York Times. Let us explain:

What is the book?
It's called Sterling’s Gold: Wit and Wisdom of an Ad Man, and it's the "same" book the fictional character of Roger Sterling published in the 11th episode of season four. The 176-page memoir is set to hit store shelves on November 16, marketed as a Christmas gift idea.

How did it come about?
Hollywood talent manager Keith Addis, who represents "Mad Men" creator Matthew Weiner, is good friends with Grove Atlantic publisher Morgan Entrekin, a big fan of the show. ("It's got the kind of sensibility and texture of a good social novel," says Entrekin.) Entrekin leapt at the chance to publish the fictional memoir because "[Roger] gets all the good lines." It didn't hurt that the book would be featured heavily in the show's fourth season, the kind of publicity book publishers kill for. 

What's in the book?
Chapter titles include "On the Art of Seduction... and what to say to close the deal," "Management Insights," and  "On Love and Marriage... and a few words for some notable women." Expect plenty of the bon mots Roger Sterling is known for ("Remember, when God closes a door, he opens a dress"). Weiner has reportedly written an introduction in the character's voice.

Will the book delve into Roger's character?
Entrekin says the novelty book won't offer lengthy anecdotes about Roger's past, so don't expect depth. "Those of us looking for more salacious sex stories from the heyday of Bert Cooper and the Queen of Perversions Miss Blankenship will be disappointed," says Boris Kachka at New York.

Have other publishers released books "written" by fictional TV characters?
Yes, in September 2009, Hank Moody, the protagonist of Showtime's "Californication" played by David Duchovny, published his oft-mentioned-on-the-show novel, God Hates Us All.

Sources: New York, The New York Times,,