Describing himself as a "loyal Republican," Lampropoulos said he wouldn't challenge a GOP incumbent unless he or she "did something disastrous" and thus harmed their own chances of keeping their seat.

So, he has no plans to run for the 2nd Congressional District if Swallow defeats Matheson.

Lampropoulos says he will stay active in Utah business, civic and political circles even if he is not on the ballot in 2006. (He was master of ceremonies at a recent Swallow fund-raiser where Vice President Dick Cheney spoke — and was at least as entertaining as the vice president and Swallow.)

Lampropoulos is 55 years old. And there's always 2008 and 2010.

"I will stay high profile. I believe I have a responsibility" to speak out on a number of issues, he said. He will soon be before the Legislature with a new idea "in the area of medicine" that could revolutionize parts of the field, he said, declining to be more specific.

But should Swallow fail in his second straight attempt to unseat Matheson in the 2nd Congressional District, Lampropoulos and his millions of dollars may well be waiting in the 2006 wings.

And Lampropoulos wouldn't be alone in spending big bucks on unsuccessful runs at political office.

In 2000, two GOP millionaires challenged then-GOP Rep. Merrill Cook, who himself has spent freely of his own funds in various races over the years, for the nomination.

Ultimately, Cook was defeated in the GOP primary by Derek Smith, who spent more than $1 million of his own money.

But Smith stumbled against Matheson, who seems to attract wealthy Republican opponents.

In 2002, 12 Republicans ran for the 2nd District nomination, making the convention so crowded some otherwise-well-known candidates, including Cook, barely saw daylight in the candidate pack. Three Republicans ran in 2004.

Lampropoulos' gubernatorial campaign was his first run at public office. By starting early, buying $25,000-a-month radio ads on KSL and other leading Utah stations throughout 2003, Lampropoulos got his name fairly well known. Most Utahns probably heard one or more of his "just thought you'd like to know" radio spots. Then came the billboards, reportedly one of the largest big-board campaign buys in Utah political history.

But how long will that name identification last?

"Name ID drops immediately after a candidate is knocked out" of a race, says Deseret Morning News/KSL-TV pollster Dan Jones, who has surveyed voters in Utah for 30 years. And especially a first-time candidate can't keep it unless "he stays in the news or in the public's mind in some way."

Lampropoulos did a good job of getting his name out there, Jones said. "He went from zero to high name ID," especially considering he lost in a party convention and not a primary or general election.

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E-mail: bbjr@desnews.com