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Shown on horseback in her ads, Noem's down-home image is accompanied by an anti-government spending message.
"I'm a firm believer that South Dakotans know better what to do with their money than the government does," she said.
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The Republicans hold a sizable and unusual lead, evident in South Dakota in the disparate fundraising numbers between the two campaigns. According to figures released by each campaign Monday, Noem has raised more than $1.1 million in the 3rd quarter, nearly twice the amount Herseth-Sandlin collected. Noem has $777,000 cash on hand, compared to Herseth-Sandlin's $500,000. As of right now, no other Republican house challenger raised more this quarter.
Herseth-Sandlin has been quite critical of parts of the Democratic agenda and the President, especially on the health care bill, which she voted against (although she stops short of calling for its repeal). When asked by ABC News what grade she would give President Obama, she gave him a "C."
"I think on some issues, especially navigating some tough economic waters he inherited, he is doing better than people are giving him credit for," she explained. "But on some of the other issues, I don't think he did a good job. I think the leadership could be stronger."
Herseth-Sandlin is in fact making a campaign platform out of being willing to stand-up to the leadership in Washington, calling herself an independent, moderate voice for South Dakota.
"I've worked very hard the last six years to do what's right for South Dakota. I opposed the bailouts of Wall Street and the auto industry," Herseth-Sandlin told ABC News.
Noem said Herseth-Sandlin's voting record doesn't distance her from the Democratic leadership at all, particularly, "when you really start looking and pointing out her voting record and the fact that she is voting with Nancy Pelosi 9 out of 10 times, "Noem said.
Noem said a vote for Herseth-Sandlin is a vote for Pelosi for Speaker of the House. Herseth-Sandlin fired back that John Boehner "is no picnic for South Dakota either."