In the Democratic primary for secretary of state, House Majority Leader Joe DeLong, D-Hancock, has raised and spent more than three times as much as his two primary opponents combined.

According to the latest financial disclosure filed with the secretary of state's office, DeLong's campaign had raised $263,528 through April 29, and had spent all but $3,352 of that amount.

The unanswered question is whether that will be enough to overcome the name recognition of challenger Natalie Tennant, a former news anchor in the Charleston-Huntington and Clarksburg markets and a 2004 candidate for the office.

In the 2004 primary, Tennant came within 1,200 votes - 1 percent - of unseating incumbent Ken Hechler, who outspent her by a margin of $553,907 to $38,532.

This election, Tennant has raised a total of $41,684, and spent all but about $508.

She said Monday said she has tried to allocate her limited resources strategically.

"When you know you are going to be outspent like that, you have to use your resources wisely," she said.

Tennant said she began by buying television ad spots during network coverage of primary elections, starting with the Feb. 5 "Super Tuesday" primaries - with the assumption that viewers interested in the primary elections are also likely voters in the May 13 West Virginia primary.

Tennant said she's also had success reaching voters with relatively low-cost advertising on Web sites.

"I was just talking to someone from Wheeling who saw my ad on the Gazette Web page," she said Monday.

Tennant said she believes the key to successful campaign advertising is by generating name recognition over a period of time.

In the Democratic primary for secretary of state, House Majority Leader Joe DeLong, D-Hancock, has raised and spent more than three times as much as his two primary opponents combined.

According to the latest financial disclosure filed with the secretary of state's office, DeLong's campaign had raised $263,528 through April 29, and had spent all but $3,352 of that amount.

The unanswered question is whether that will be enough to overcome the name recognition of challenger Natalie Tennant, a former news anchor in the Charleston-Huntington and Clarksburg markets and a 2004 candidate for the office.

In the 2004 primary, Tennant came within 1,200 votes - 1 percent - of unseating incumbent Ken Hechler, who outspent her by a margin of $553,907 to $38,532.

This election, Tennant has raised a total of $41,684, and spent all but about $508.

She said Monday said she has tried to allocate her limited resources strategically.

"When you know you are going to be outspent like that, you have to use your resources wisely," she said.

Tennant said she began by buying television ad spots during network coverage of primary elections, starting with the Feb. 5 "Super Tuesday" primaries - with the assumption that viewers interested in the primary elections are also likely voters in the May 13 West Virginia primary.

Tennant said she's also had success reaching voters with relatively low-cost advertising on Web sites.

"I was just talking to someone from Wheeling who saw my ad on the Gazette Web page," she said Monday.

Tennant said she believes the key to successful campaign advertising is by generating name recognition over a period of time.

"It's like getting in shape. You don't get into shape with just a couple of weeks of exercising," she said.

DeLong's campaign is taking the opposite approach, launching a saturation ad campaign just 2 1/2 weeks before the primary.

That includes "bookending" ads, with DeLong spots appearing at the beginning and at the end of a commercial break.

"It's just what we looked at, and felt was the best way to get out the message," he said of the campaign strategy.

DeLong said he was flattered that his fundraising has far outpaced his opponents.

"We've worked at it, and I've had people from all across the state who've worked at it as well," he said.

However, he said his campaign has to spend more to build statewide name recognition to match up with Tennant.

"On Election Day, I want voters to know who I am, and what I hope to accomplish," DeLong said Monday. "If I can do that ... then I feel very confident on Election Day."

The third candidate in the primary, Sen. Billy Wayne Bailey, D-Wyoming, has raised a total of $40,600, and reported a balance of $10,641.

During the reporting period, he reported expenses of $6,146 - $5,000 of which was paid to his political consultant - and listed no media buys of any significance.

To contact staff writer Phil Kabler, use e-mail or call 348-1220.