On September 14, 1987 Schanberg published a Newsday editorial entitled "Donald Trump-Public-relations master" in which he wrote, sarcastically, "The part I like best about Donald Trump is his deep and abiding concern for the homeless and the poor". He called Trump a "public-relations virtuoso", described an ongoing feud with Koch who Trump called a "moron" and "a jerk", provided numerous instances of Trump's claims of superior intellect ("It would take an hour and a half to learn everything there is to learn about missiles. I think I know most of it anyway"), and he warned "He can deny all he wants any designs on the White House, but Trump has the kind of instincts that are perfect for the age we live in-the age of stage smoke and magic mirrors and imagery...In short, he sees the kind of men we admire and elect these days and he naturally asks: Why not me?" Schanberg ended the piece with, "In an age where smoke is everything, Donald Trump can blow it with the best of them". (from: Schanberg, S. Donald Trump-public-relations master. Finger Lakes Times (from Newsday). September 14, 1987 page 4.)