Mandelson Spins His Own Memoirs

New Labour Spin Twins: currently out-lying each other

Hardly surprising, I know, but since they have not been entirely well-received by his own party it was necessary for Mandelson to spin his memoirs for all he was worth upon their publication today in the face of what I predict will be pretty poor sales - and some reasonably tough questioning from Evan Davies this morning.

Even so, to hear Mandelson actually trying to spin his own, printed words from his own, conceited book - to hear him attempt the epistemologically impossible and wriggle and squirm as he did so - was a source of some pleasure for me as I battled my way into work through sheets and sheets of West Wales rain.

Doesn't he realise we stopped believing anything he says long ago? Davies made the point quite well: something like, don't you think the public will find it quite annoying that only three months ago you were telling them to vote for what you now call a 'dysfunctional' prime minister and party. Mandelson had no convincing answer to that, at least, not convincing enough for any potential readership, I would say.

But is this a case of one spin operation too far for the Prince of Spain (sic)? I suppose it's inevitable, actually, that spinners end up spectacularly but stubbornly contradicting themselves. After all, 'spin' is merely a euphemism for 'lie'. And Mandelson, after Alistair Campbell, is the biggest spinner of them all.

The only important thing about this book of Mandy's is that it represents the first shot in Labour's latest civil war, a war which, with enough luck, should keep them away from office - and us - for a generation.

So well done he. Sort of.