Publisher Steve Forbes talks about the GOP presidential race on Bloomberg TV. (Bloomberg)

Forbes, sitting in first class, ran in the GOP presidential primaries in 1996 and 2000, and lost. This time around, he endorsed Texas Gov. Rick Perry.

Forbes, who trashed President Obama’s new tax proposals Wednesday, was heard telling the interviewer that Rick Santorum needs to stop talking about Satan, Newt Gingrich needs to stay on message and Ron Paul risks looking like a throwback to the 1930s, according to a source close to Forbes.