Nightmare of a job this evening fitting a 700x28 M+ to an A719 rim - worse than 700x38 on MA2 which I managed previously without busting anything.
The bead seems too large at first, but then much too small and incredibly tight when you get to last bit.
I eventually got the tyre fitted using a re-useable cable tie and a thin Specialized tyre lever, but not before snapping a more ordinary lever and putting numerous holes in three inner tubes as I couldn't help pinching them with the lever. Problem solved in the end by using a tube one or two sizes "too small" to completely tuck it in out of the way.
The cable tie really helps a lot - thanks to Craig et al for that top tip. Now I know what to do and have the right levers, it wouldn't be too much hassle by the roadside.