Third Party System - Campaigning Changes in 1896

Campaigning Changes in 1896

By campaigning tirelessly with over 500 speeches in 100 days, William Jennings Bryan seized control of the headlines in the 1896 election. It no longer mattered as much what the editorial page said—most newspapers opposed him—as long as his speeches made the front page. Financing likewise changed radically. Under the Second and Third Party Systems, parties financed their campaigns through patronage; now civil service reform was undercutting that revenue, and entirely new, outside sources of funding became critical. Mark Hanna systematically told nervous businessmen and financiers that he had a business plan to win the election, and then billed them for their share of the cost. Hanna spent $3.5 million in three months for speakers, pamphlets posters and rallies that all warned of doom and anarchy if Bryan should win, and offered prosperity and pluralism under William McKinley. Party loyalty itself weakened as voters were switching between parties much more often. It became respectable to declare oneself an “independent.”