Woman's Day Column for Bertinelli's 'Cleveland' Character

Scriptwriters Write in a Woman's Day Job for Melanie Moretti

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A correction has been made in this story. See below for details.

There just might be something to this "ladies who lunch" thing.

Valerie Bertinelli as Melanie Moretti (right) on TV Land's 'Hot in Cleveland.'
Valerie Bertinelli as Melanie Moretti (right) on TV Land's 'Hot in Cleveland.' Credit: TV Land

Three years ago this month, I attended a luncheon titled "Never Underestimate the Power of a Woman" thrown by Ladies Home Journal and hosted by Valerie Bertinelli, timed to her cover appearance and the release of her book "Losing It." I sat next to her boyfriend (now husband) Tom Vitale, as Ms. Bertinelli talked straightforwardly and engagingly about everything from her weight loss at Jenny Craig (something we had in common) to her relationship with ex-husband Van Halen (something we didn't) and her rather strong opinions on infidelity.

This week came word of a rather unusual deal between another women's magazine, Woman's Day and TV Land, the network running Ms. Bertinelli's show "Hot in Cleveland." The scriptwriters will add a plot in which Ms. Bertinelli's character, Melanie Moretti, takes a summer job as a columnist for Woman's Day -- and a column "written" by Ms. Bertinelli's character will run in the magazine during the summer months.

Carlos Lamadrid, senior VP-chief branding officer at Woman's Day, told me the column will actually be written by a ghostwriter at the magazine. "I don’t think it's ever been done before," Mr. Lamadrid said.

The idea was inspired by the way Carrie Bradshaw always went on about Vogue on "Sex and the City," but Woman’s Day has gone a step further with the media-brand-within-a-media brand column. Wonder if they have given Melanie Moretti an expense account for lunch?

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CORRECTION: The orignal post incorrectly stated that the "Never Underestimate the Power of a Woman" lunch was hosted by Woman's Day.

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