What's it take to get a little recognition in this state? Well, judging by a recent poll conducted for Lee newspapers in Montana, it apparently takes a lot.

The poll included questions designed to measure the name recognition of four prominent Democrats who have announced or are considering running against either Sen. Conrad Burns or House Rep. Denny Rehberg, both Republicans.

Essentially, the response was: "Who?"

State Auditor John Morrison faired best, with 22 percent favorable recognition, just 7 percent unfavorable recognition, and 40 percent neutral recognition. Still, while this is a candidate who already has successfully run for statewide office twice, his name didn't ring a bell with 31 percent of the state's voters.

It was all downhill from there.

Jon Tester, president of the state Senate during the last legislation session and the lawmaker who probably had the most to do with the session's outcome, had 14 percent favorable and 4 percent unfavorable recognition. Sixty-one percent of the voters never heard of the guy.

Monica Lindeen, another influential Democratic lawmaker, was a mystery woman to 67 percent. More than two out of three voters couldn't place the name.

And Dan Kemmis may be well known in Missoula, but it turns out one city's long-time mayor is pretty much other cities' nobody. Nearly seven out of 10 (69 percent) of the voters statewide didn't recognize him.

None of this means that name recognition can't be achieved. Look at Gov. Brian Schweitzer, who came out of political nowhere just half a decade ago and almost upset Burns in his last Senate race.

But it does help us understand why little-known campaign challengers need more than a solid political agenda. To even stand a chance, they need a war chest brimming with gold.