We develop a variational theory for a dipolar condensate in an elongated (cigar shaped) confinement potential. Our formulation provides an effective one-dimensional extended meanfield theory for the ground state and its collective excitations. We apply our theory to investigate the properties of rotons in the system comparing the variational treatment to a full numerical solution. We consider the effect of quantum fluctuations on the scattering length at which the roton excitation softens to zero energy.