• by David Goetzl  @dgoetzl, March 4, 2011

Woman's Day will be integrated into several episodes of the comedy hit "Hot in Cleveland" this summer, part of an unusual arrangement that has one of the show's characters writing for the actual magazine -- in character.

The role of "Melanie Moretti," played by Valerie Bertinelli on the TV Land hit, will become a Woman's Day columnist on the series for several episodes. The "Moretti" byline will appear on a column in the July, August and September issues of the Hachette Filipacchi magazine.

TV Land and Woman's Day will co-promote the link on the network, in the magazine and via digital and social media outlets.

Carlos Lamadrid, chief brand officer at Hachette's "Woman's Day" unit, stated: "This innovative and creative media partnership will enhance our visibility with advertisers and potentially new readers."

TV Land had another "in-character crossover" initiative --- Wendie Malick's character "Victoria Chase," a soap actor, appeared as herself on ABC's "All My Children." And three stars of the ABC show, including Susan Lucci, were on two episodes of "Cleveland."

Kim Rosenblum, who heads marketing at the Viacom network, stated that "Melanie is a strong, likable and very relatable woman" and there is an opportunity for people to get to "know this character better as she jumps out of the show and lands in the magazine."

"Hot in Cleveland" revolves around three L.A. women whose Paris-bound plane leaves them stranded in Cleveland, where they decide to stay, all the while "battling the sassy caretaker of the property" they've rented, played by Betty White.

By one measure, through mid-February, TV Land's ratings are up 30% in the adult 25-to-54 demo this season, and 34% among adults 18 to 49. Hachette says the Woman's Day brand reaches 24 million; the 78-year-old magazine comes out 15 times a year.