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Gov. Bill Richardson has so many reasons to announce his presidential campaign in California, it almost doesn't make sense to consider any other location, political scientists say.

"California is a political ATM," said University of New Hampshire political science professor Mark Wrighton. "There's just lots of money."

Announcing in Los Angeles, as apparently Richardson plans to do Monday, also makes sense, Wrighton said, because the state has a large Hispanic population - a group Richardson is courting.

Oh, and one in three Democratic primary voters lives there, said University of California-San Diego political science professor Thad Kousser.

"He may have figured out that there are more people in California than in New Mexico," Kousser said.

But not all the reasons for declaring in California bode well for Richardson's Oval Office run.

Kousser said Richardson could have chosen the state because he needs better name recognition.

"One in 20 people in California know who Bill Richardson is," Kousser said. "He doesn't have a large presence in California. His image needs work."

At the same time, California is also a place where Richardson could gain ground.

"He's more likely to catch fire in California than somewhere like Ohio," Kousser said.

Richardson, who was born in Pasadena, Calif., is picking up steam in some places.

A new Zogby poll shows Richardson with 10 percent in the key primary state of New Hampshire - up eight points from April 3.

But if fund-raising is a gauge of popularity, he has a long way to go in California. Donors there contributed just $563,000 of the $6.2 million he has raised nationally. New Mexico contributors, in contrast, have given the popular second-term governor $2.8 million.

Richardson is likely to do more fund-raising in California after his announcement, although his campaign has yet to release a schedule for next week.

Announcing a presidential bid in a state that's not the candidate's home turf isn't a political rarity, Wrighton said.

"Candidates are eschewing their own states and really playing to the delegate calendar more," he said.

For example, Republican Arizona Sen. John McCain announced his presidential campaign in Portsmouth, N.H., in April.

California Rep. Duncan Hunter, also a Republican, officially joined the presidential race in South Carolina in January.

The primary election calendar is playing a bigger role this year, as states including California have jockeyed for earlier - and thus more important - primaries.

California's primary is now set for Feb. 5, 2008, making it nearly as important as key states such as Iowa and New Hampshire - and one of the reasons Richardson is visiting often. Since forming an exploratory committee in late January, Richardson has been to California at least three times.

While he may be surrounded by a gaggle of supporters when he makes his announcement at the Los Angeles Press Club, Richardson still needs to reach beyond his core group, Kousser said.

"We haven't heard a lot about him on the ground," he said.