He's never serious about running and will drop, like he has in the past, when he's gotta announce his finances. It's was just easy advertisement for Trump name and in the past he could play with racist demagoguery and escape unscathed...a la the Atwater method of promotion

But considering how race has been a part of the 24 hour news cycle, on top of how much the Charlston killings were the top news story when he gave that speech, he fucked himself.

He was NEVER as rich as he's said and he's effectively used his name to raise capital when he was about to be wiped out. Now he's fucked up and dragged it in the mud, not sure what he's gonna do if when the times get lean, which has happened alot in his career.