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A bait-and-switch? Rachel Maddow under attack for Trump tax story

March 15, 2017 GMT

For a brief, breathless moment Tuesday night, MSNBC’s Rachel Maddow was at the center of the political media universe.

With a single tweet, she set in motion a social media storm, compelled the White House to undercut her by releasing some of President Donald Trump’s tax return information, was accused of breaking the law, was attacked by Fox News Channel and likely drew one of her biggest audiences.

Less than 90 minutes before her show on Tuesday, Maddow tweeted that “we’ve got Trump’s tax returns ... (Seriously),” advertising her program. That teaser spread like wildfire, and within the hour, MSNBC was running a countdown clock on its screen counting down the minutes to a “Trump Taxes Exclusive.”

It was actually another reporter’s exclusive, and more limited than the tweet made it sound. David Cay Johnston, founder of the web site DCReports.org had received a copy of two pages from Trump’s 2005 federal tax return in the mail from an unknown source.

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Before Maddow even went on the air, the White House confirmed the documents were real and stole the headline by saying that Trump’s income exceeded $150 million in 2005 and that he paid $38 million in income taxes that year.

“It’s been a hullaballoo around here,” Maddow said as she opened her show. “I’m sorry if I’m a little flustered.”

She spent nearly 20 minutes explaining why many people believe it important that Trump release his tax returns. It felt vaguely like a bait-and-switch and there were some complaints on social media that Maddow was taking too long to get to the point.

Video: Twitter compares Maddow to Geraldo Rivera

The exclusive she eventually revealed in the tax returns was little more than the White House had announced before she had gone on the air.

Maddow wasn’t even off the air — MSNBC kept her on for more than her hour to continue discussing the story — when she came under attack by one of Trump’s most vocal defenders on television: Fox’s Sean Hannity.

Hannity, on his show, called Maddow’s story “a flat-out, pathetic conspiratorial attempt to smear the president.” He said NBC News was part of the “deep state” looking to undermine Trump’s presidency.

“Night after night this false narrative keeps getting reported,” he said. “There’s something really twisted and sick that they call themselves a news organization.”