William Jennings Bryan 1896 presidential campaign information
Campaign of William Jennings Bryan for the election to President of the United States in 1896
William Jennings Bryan for President
Campaign
U.S. presidential election, 1896
Candidate
William Jennings Bryan U.S. Representative for Nebraska's 1st (1891–1895) Arthur Sewall (Democratic running mate) Director of the Maine Central Railroad Thomas E. Watson (Populist running mate) U.S. Representative for Georgia's 10th (1891–1893)
Affiliation
Democratic Party; also endorsed by Populist Party and National Silver Party
Status
Defeated: November 3, 1896
Headquarters
Chicago
Key people
Mary Baird Bryan (wife and assistant)
Senator James K. Jones (Democratic National Committee chairman)
Josephus Daniels (campaign arrangements manager)
Receipts
US$500,000 (estimated)
In 1896, William Jennings Bryan ran unsuccessfully for president of the United States. Bryan, a former Democratic congressman from Nebraska, gained his party's presidential nomination in July of that year after electrifying the Democratic National Convention with his Cross of Gold speech. He was defeated in the general election by the Republican candidate, former Ohio governor William McKinley.
Born in 1860, Bryan grew up in rural Illinois and in 1887 moved to Nebraska, where he practiced law and entered politics. He won election to the House of Representatives in 1890, and was re-elected in 1892, before mounting an unsuccessful US Senate run. He set his sights on higher office, believing he could be elected president in 1896 even though he remained a relatively minor figure in the Democratic Party. In anticipation of a presidential campaign, he spent much of 1895 and early 1896 making speeches across the United States; his compelling oratory increased his popularity in his party.
Bryan often spoke on the issue of the currency. The economic Panic of 1893 had left the nation in a deep recession, which still persisted in early 1896. Bryan and many other Democrats believed the economic malaise could be remedied through a return to bimetallism, or free silver—a policy they believed would inflate the currency and make it easier for debtors to repay loans. Bryan went to the Democratic convention in Chicago as an undeclared candidate, whom the press had given only a small chance of becoming the Democratic nominee. His 'Cross of Gold' speech, given to conclude the debate on the party platform, immediately transformed him into a favorite for the nomination, and he won it the next day. The Democrats nominated Arthur Sewall, a wealthy Maine banker and shipbuilder, for vice president. The left-wing Populist Party (which had hoped to nominate the only silver-supporting candidate) endorsed Bryan for president, but found Sewall unacceptable, substituting Thomas E. Watson of Georgia.
Abandoned by many gold-supporting party leaders and newspapers after the Chicago convention, Bryan undertook an extensive tour by rail to bring his campaign to the people. He spoke some 600 times, to an estimated 5,000,000 listeners. His campaign focused on silver, an issue that failed to appeal to the urban voter, and he was defeated in what is generally seen as a realigning election. The coalition of wealthy, middle-class and urban voters that defeated Bryan kept the Republicans in power for most of the time until 1932. Although defeated in the election, Bryan's campaign made him a national figure, which he remained until his death in 1925.
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