president. the donald predicted he could win the white house but he realized that a presidential campaigning not be run halfheartedly. but was he ever serious of running at all? here is john berman. reporter: donald trump isn t running for president because this is where he says where he belongs, firing meat loaf. therefore, meat loaf you are fired. reporter: he s staying on nbc s celebrity apprentice concluding a brief and uncharacteristically meek statement with i will not be running for president as much as i would like to. reporter: salon.com s headline trump officially ends fake presidential campaign. his reasons, fake or otherwise, business is my greatest passion and i m not ready to leave the private sector. other possible reasons, number three, payday, nbc reportedly offered him as much as $60 million to stay on tv. number two, ridicule. trump faced withering scorn