No White House for the Donald: How Trump Broke the News at NBC’s Upfronts

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AP Photo / Julie Jacobson

You’ve probably already read that Donald Trump has announced he won’t run for President. (Meaning this was just a publicity stunt? Color NewsFeed shocked.)

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TIME’s television critic James Poniewozik was at NBC’s upfronts presentation, which presented the network’s upcoming hsows, when Donald Trump announced he wouldn’t run for president. Here’s his rundown:

Trump took the stage, introduced by NBC programming chief Robert Greenblatt, to announce his plans for the 2012 race and, thus, the next season of Celebrity Apprentice. Trump said that “as much as I’d like to,” he will not be running; he cited the amount of money the show has raised for charity as a reason. (Apparently he can do more good for the world as host of a reality show than as leader of the free world.) The crowd of advertising executives cheered—whether it was because they were glad to have Trump’s show to buy commercials on or because they were simply glad he is not running was unclear. Which was probably for the best.

Read more about the upfronts at Tuned In.

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