David Bullard has been all over the blogosphere in the past week, arguing and trading witticisms and insults with Internet users in comment threads at Moneyweb, where his Out to Lunch column now resides after being sacked from the Sunday Times for an allegedly “racist” column, and other blogs.
Some users profess to hate him but they’re still there reading his columns and comments. The guy people love to hate is always clever, irreverent and articulate. Click here to read the recent Moneyweb column.
As his court date with the Sunday Times looms on June 22, Grubstreet spoke to the controversial Bullard about life after the Sunday Times, the Zuma apology and how tough it was to re-establish his reputation. Click here if you’ve forgotten what all the fuss was about and read the column that got Bullard fired — and for other links about Mr Conspicuous Consumption post-Sunday Times.
QUESTION. Give me a rundown of all the things you’re doing these days? You’re on Moneyweb. You’re on Radio Today (on satellite doing a media show)?
ANSWER. I’m writing Out to Lunch on Moneyweb. I’ve got a new column on the Richmark Sentinel – that’s been going
two weeks and with Michael Trapido of Thought Leader so we’ll see what’s happen with that and I’m doing a clutch of
magazines still… I’m also doing quite a bit of corporate stuff, which I had been doing before (leaving the Sunday Times) from time to time.
Quite a lot of that involves going to MC conferences and such like, which pays well. It pays better than writing. That dropped off after the initial sacking, obviously, because once your name has been tarnished by your employer, people tend to phone and say: “I’m sorry, we don’t want a racist being MC”. To which I would then say: “Well, have you ever had one before? Give it a go.” Fortunately that’s come back now because the credibility of the accusations are – shall we say – diminished so I’m back in favour, I’m happy to say.
Q. Well, let’s talk about that: about rebuilding your reputation. It couldn’t have been that easy?
A. No, it’s a bit like having acid thrown in your face and then having the guys run away. I invited my accusers (at the

Bullard as we knew him every week at the Sunday Times.
Sunday Times) to come live on air both on TV and radio and they weren’t prepared to. Their diaries were too busy… I think to be accused of racism in this country is very emotive…
I took the view that I had to fight back because a). It’s a lie, and b). It’s also extraordinarily damaging and so instead of going tail between legs and hiding away somewhere in the Free State, I was on every radio and TV station who invited me to go on and discuss it. I decided that I would make a comeback. I think the fact that Alec Hogg (of Moneyweb), who is a respected business commentator, took on the Out to Lunch column says an awful lot for it as well.
It is incredible difficult and has been very traumatic for both my wife and I. And I have to say that I was incredibly depressed for two or three months – I was opening a bottle of wine at 10 in the morning and contemplating suicide but I thought I wouldn’t give them the satisfaction. I thought to fight back would be a better idea.
Q. Did you ever think of going back to the bond market and leaving media behind you?
A. No, that’s all changed quite a bit now. I think I was there in the heyday, when the market wasn’t particularly transparent and that’s when you make money. So the market’s very transparent now and, of course, under the rather more capable administration of the ANC, the economy isn’t as volatile as it was under the Nats. Which is a paradox but you had more money to be made under the Nats than you do now.
I also think you outgrow it. I had decided to do a bit of a right-brain activity by writing and I never really want to leave that and I do enjoy it.
Q. When you were with the Sunday Times, you famously shut down your blog and said: “This is for the birds”. But now you’re back blogging?
A. Well, I’m being paid. I didn’t think there was an awful lot of point spending time in the office at the Sunday Times and not being paid to write (for the blog) when I was being paid to write for print and I just don’t think they were sophisticated enough to think that this might be the new way. So whatever I’m doing now, I’m getting paid for and I’m getting paid a slightly higher rate, I suspect, than the newspapers pay. So that makes it worthwhile.
I do think things are going to change with Seacom and other cables and more people are going to be getting their information on a computer so my attitude to blogging and the Internet has probably changed a little bit over the past two years.
Q. It seems you enjoy arguing with people in the comments threads of blogs?
A. I love it. I’ve always enjoyed controversy and the great thing is people are very easy to get a rise out of. All you’ve got to say is: “I’ve got a bigger desk”… and it’s something that doesn’t go down well with people who don’t have a bigger desk. You can always get a rise by talking about having lots of money and being allowed to ride a Bentley and things like that.
Q. Let’s talk about that. You’ve always projected yourself as Mr Conspicuous Consumption and independently wealthy. Are you in fact independently wealthy?
A. I’m probably well off enough to take the Sunday Times on in court but I do need a job. I’ve got a reasonable amount of what they call FU money but I still need to work. You know, all I’ve really done is provide for old age so I don’t necessarily want to lose it all because at some stage, I won’t be able to work and I’m rather hoping it will be able to see my wife and I through to old age.
When I was employed at the Sunday Times, I got into motoring because no one was writing motoring at the paper and then spent seven years travelling around the world down the sharp end of planes and driving very fast cars… And I did brag about it, of course, because what the point of travelling down the sharp end of an aircraft and driving fast cars if you don’t brag about it.
Q. Indeed. But when the court case is over or settlement is reached with the Sunday Times, what happens then because you have defined yourself as the guy who got fired from the Sunday Times and fought back?
A. All I really want there is an apology. I’m not after lots of money, to be honest. I would like them to pay lots of money, which I would then give to charitable causes. I would like them to pay for the past 14 months when I wasn’t employed and to pay the legal fees but really I’m out for an apology. I just want fairness because I think putting posters around town saying: “Bullard sacked for racist article” was very dirty and completely untrue and was not something that the Humans Rights Commission have agreed with either. They haven’t come back and said: “Gosh, this guy is a menace to society. Let’s put him away”… I think, afterwards, I’ll probably stay on the Internet (doing what I am now).
Q. Can you tell me what the figure is you’re claiming?
A. I’m not claiming anything. I’m asking for my job back. I want an apology and my job back. I’m going for reinstatement because I contest I was wrongfully dismissed. People say: “Could you go back there with all the ill feeling?” and I say: “That’s not my problem; that’s their problem. Of course I could go back there”… But I suspect what they’ll probably do is say: “This doesn’t work” (and pay me to go away) or they’ll fight it in court… But an apology will be first prize and it doesn’t need to cost them a lot of money, to be honest.
Q. Now let’s talk about you apologising to Jacob Zuma. Tell me about the meeting?
A. I was speaking at a breakfast at Emperor’s Palace… and the lady at the table said: “You know Jacob Zuma is still suing you for R1.2-million? I don’t know if you know it but would you like me to make it go away?” I thought that sounded quite nice but I thought it was a wild play. Then I got a phone call at about 10am that day to say I must be at a meeting 4.45pm. (I went off and met) the lady in question, who handles Zuma’s legal affairs with newspapers, and she set up an apology within the day.
Mr Zuma sat at the end of the table silently while I made my speech to him, saying that having been on the other side – having been the hunted rather than the hunter – I understood what it was like and the damage that your family suffer and I offered my apologies. To which he replied: “I accept your apology without qualification, Mr Bullard”. The lawyers from the Sunday Times phoned the next day and it was all gone.
You know, people say: ‘Why did you apologise?” But if you’re unemployed and you’ve got a chance of someone dropping a R1.2-million court case, there is a pretty compelling argument that you should be thinking of apologising.
The fact is that having been on the other side, I also felt that we had been a little unfair and he didn’t have to accept the apology. But he did and I was very impressed with that. He didn’t interrupt me when I spoke to him. I was impressed with the way he did it. We then spent 30 minutes chit-chatting about all sorts of things. I think he’s an incredibly resilient man.
I asked him if he ever got depressed about all the comments (made about him) and he just said no. I think he just takes it. I would have been hugely depressed about it, including (the things) written by the paper I used to work for – especially the things I’d written…
A. Do you want to add anything?
Q. The other one was the ANC. People said that suddenly I was endorsing the ANC. The reason for that is that I was invited to by the ANC. I hardly think that someone sacked from the Sunday Times for racism would go along to an ANC meeting and say: “Hi guys. I want to get my credibility back. Any chance I can address your party?” They would have said something quite rude.
I was invited to be there and I did it from the point of view that we have to live in this country and we have to live with the government. We have to embrace the new president and his cabinet and hope that they do well and, when they don’t, they’ll think that it’s our job as the media to point it out…
I’m quite impressed with what Jacob Zuma’s done thus so far. I would like to give him the benefit of the doubt and my support until I see a reason not to. I must say I’m much more comfortable with a Jacob Zuma presidency than I ever was with a Thabo Mbeki presidency… I feel quite relaxed living in South Africa under a Zuma government at the moment. I reserve the right to change that view though.
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