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Joe Bruno's Inside Boxing Don Dung King

Joe Bruno's Inside Boxing Don Dung King

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Published by Joe Bruno
I've had an ongoing 30-year battle with Don King over various issues. A few years ago, someone I knew mentioned my name to Don King is his new hometown of Deerfield Beach, Florida. King said, "Joe Bruno? Is that Guinea bastard still alive?"
I've had an ongoing 30-year battle with Don King over various issues. A few years ago, someone I knew mentioned my name to Don King is his new hometown of Deerfield Beach, Florida. King said, "Joe Bruno? Is that Guinea bastard still alive?"

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Categories:Topics, Art & Design
Published by: Joe Bruno on Jul 29, 2010
Copyright:Attribution Non-commercial


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By Joe Bruno
After two decades of hearing about Don King's poor victims in boxing, it's time to tellabout someone who finally got over on the "Electric Hair Wonder" and lived to tell aboutit. His name is Little Old Me.In the winter of 1979, I was hired by The News World in New York City (owned by theReverend Sun Yung Moon, who now owns The Washington Times) to do a full page of  boxing every week on the News World's Sport's Monday section. The daily newspaper onlyhad a circulation of 75, 000 a day, a mere pittance compared to the New York Times' onemillion a day circulation.So, the editor's of The News World decided to do something the Times would never do tograb part of the Gray Old Lady's mostly liberal readership, and my boxing page fired their first salvo. At the time, no other daily paper in New York City employed a full-time boxingwriter, and the Monday boxing page was an immediate success. So much so, advertiserswere lining up to take ads to appear on the boxing page.Bob Arum placed the first ad, publicizing his new Tuesday Night Boxing fight card onESPN. Not to be outdone by his arch enemy, Don King decided he wanted a piece of theaction too, but I didn't realized that piece included a piece of me.King took a ridiculously bold and brazen ad that ran the full top of my boxing page. The adconsisted of a silhouetted drawing of a parade led by a man with tall hair waving theAmerican Flag. The headline over the parade read: "Don King's American Dream." And insmall letters under the drawing, "by Joe Bruno."I almost swallowed my Underwood when I saw the add the first week. Although it didn'texplicitly say so, it certainly inferred that I now worked for Don King.I ran to the publisher of the News World, a Moonie, who before he was publisher used toclean the News World's toilets, and demanded that the word "advertisement" be placed between the ad and my name, to removed me from any connection to King, other than thefact that he advertised on my page. The publisher agreed, and for one week "advertisement" did appear where I demanded that it did.The second week all hell broke loose.The story I heard was King personally called the paper and said he would not pay thesecond, and last installment of his fee for 52 (one year) weekly adds, if the word"advertisement" was not removed immediately. He had paid a reported ten grand up front,and still owed another forty grand to the newspaper. The ad executive (not a Moonie), whosold King the ad, then informed me that if I didn't like the arrangement he had made withKing, I could certainly seek employment elsewhere.So for the next four weeks, I ate crow, and believe me it did NOT taste like chicken.
Then King, as per the agreement, coughed up the final forty grand.I'd love to say it was my idea, but the truth is the great sports columnist Dick Young taughtme a way to get even with Don King, who had only four years earlier been released after seven years in jail for manslaughter. (King was later pardoned by outgoing Governor George Rhodes, in an act of government that stunk worse than the Fulton Fish Market).Dick Young asked me, "Has your paper told you to write only nice things about DonKing?"I said, "No, but let me make sure anyway."I went back to the publisher, who was now as happy as a pig in shit because he had fiftygrand of King's cash, and asked point blank, "Can I write anything I want about Don Kingunder Don King's American Dream?'"The Moonie bastard said, "Joe, we got King's money. Write what you want."And so I did.So, for the next three weeks, I dug up every nasty item I could find on King, and believeme there were plenty, and I displayed them for all to see under "Don King's AmericanDream."I started with items like: "With his fists and his feet, Don King brutally beat Samuel Garretto death in Cleveland in 1966 because Garret couldn't pay King the $500 he owed King ona usurious loan. King spent the next seven years in jail after his conviction for manslaughter." "King did this. King did that. King screwed this fighter. King screwed thatfighter. King....... bla, bla, bla, bla......."Well, you get the message, and so did Don King."Don King's American Dream" became "Don King's Nightmare", and after three weeks of getting abused under his own ad, King withdrew "Don King's American Dream" after thead ran only six weeks, even though King had already paid for an entire 52 weeks. Thus, to paraphrase what Claude Rains told Bogart at the end of Casablanca, it became the start of along, and unrewarding relationship for the King and I.Stay tuned for more "Dung King" in future columns.***
 Putting Perfume on Horse Manure
The nefarious quest to legitimize "Dung" Kingcontinues.The convicted felon, who somehow received a pardon after serving seven years for manslaughter from out-going Ohio Governor George Rhodes in 1980, is now being seeneverywhere in a blatant attempt to drag himself out of the sewer, and into the mainstreamof America's consciousness.

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