How to run for office on $4,000 or less

KCET and Annenberg News21 have co-produced a piece on Rich Goodman, the 27-year-old political novice who is running against Councilman Tony Cardenas — and who got noticed by many for the first time when he won the L.A. Times' endorsement.

After Goodman graduated from UCLA, he started Weddingism, a website that sells high-end wedding accessories like shoes and jewelry. He sold the company last year, and decided to take a stab at politics. His city council candidacy seemed like little more than a lark -- until out of nowhere, the L.A. Times endorsed him.....

This is not to say that Goodman is anything other than the longest of shots. The Daily News is considered to be more influential than the L.A. Times in the San Fernando Valley, and they've endorsed Cardenas. Besides, residents of CD 6 are quite possibly the most apathetic in the entire city. During the last city council election in 2007, Cardenas was re-elected with only 4,803 votes. His three opponents managed only 2,445.