 Hanna quickly realized that the currency issue struck an emotional chord in many Americans , and decided on a campaign to persuade the voter that " sound money " , the gold standard unless modified by international agreement , was much preferable to bimetallism . Such propaganda would not be cheap , as before the age of mass media , the most effective way of reaching the electorate was through the written word , and through public speakers who would address meetings on behalf of the candidate . This would take money , and Hanna undertook to raise it from his corporate connections . As Hanna began his fundraising efforts in late July , the Populists met in St. Louis . Faced with splitting the silver vote , they chose to endorse Bryan , beginning their dissolution as a party . 
