Media News - Friday, October 12, 2007

Tabloid tricked by Swedish Deputy Prime Minister

Deputy Prime Minister Maud Olofsson has incurred the ire of tabloid Aftonbladet after it emerged that she allowed her press secretary to take her place for a live online chat session with the newspaper's readers. On Monday afternoon the Centre Party leader had agreed to field real-time questions from readers on the topic of everyday heroes. But problems arose when she realized that she also had an interview booked with local newspaper Västerbottens-Kuriren. A Västerbotten native, Olofsson decided that her date with the local paper should assume top priority. Despite being otherwise engaged, however, the Minister for Enterprise somehow managed to keep the answers coming on Aftonbladet's website. But what Aftonbladet's readers didn't know is that they were actually chatting with the minister's press secretary, Lisa Wärn. The press secretary said that she had accidentally double booked her boss and admitted that she had stepped in for the absent minister. But Värn also insisted that did a more than passable impression of Olofsson. ‘I accompany Maud most of the time and know the answers she gives to most questions.’ But Kalle Jungkvist, editor of Aftonbladet's online edition, was furious that he and his readers had been deliberately misled. (The Local)

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