Although most of the members of the convention were ready to coöperate with the Democrats, there was a very strong feeling that something should be done, if possible, to preserve the identity of the Populist party and to safeguard its future. An active minority, moreover, was opposed to any sort of fusion or coöperation. This "middle-of-the-road" group included some Western leaders of prominence, such as Peffer and Donnelly, but its main support came from the Southern delegates. To them an alliance with the Democratic party meant a surrender to the enemy, to an enemy with whom they had been struggling for four years for the control of their state and local governments. Passionately they pleaded with the convention to save them from such a calamity. Well they knew that small consideration would be given to those who had dared stand up and oppose the ruling aristocracy of the South, who had even shaken the Democratic grip upon the governments of some of the States. Further, a negro delegate from Georgia portrayed the disaster which would overwhelm the political aspirations of his people if the Populist party, which alone had given them full fellowship, should surrender to the Democrats.
The advocates of fusion won their first victory in the election of Senator Allen as permanent chairman, by a vote of 758 to 564. As the nomination of Bryan for President was practically a foregone conclusion, the "middle-of-the-road" element concentrated its energies on preventing the nomination of Arthur Sewall of Maine, the choice of the Democracy, for Vice-President. The convention was persuaded, by a narrow margin, to take the unusual step of selecting the candidate for Vice-President before the head of the ticket was chosen. On the first ballot Sewall received only 257 votes, while 469 were cast for Thomas Watson of Georgia. Watson, who was then nominated by acclamation, was a country editor who had made himself a force in the politics of his own State and had served the Populist cause conspicuously in Congress. Two motives influenced the convention in this procedure. As a bank president, a railroad director, and an employer of labor on a large scale, Sewall was felt to be utterly unsuited to carry the standard of the People's Party. More effective than this feeling, however, was the desire to do something to preserve the identity of the party, to show that it had not wholly surrendered to the Democrats. It was a compromise, moreover, which was probably necessary to prevent a bolt of the "middle-of-the-road" element and the nomination of an entirely independent ticket.
Even with this concession the Southern delegates continued their opposition to fusion. Bryan was placed in nomination, quite appropriately, by General Weaver, who again expressed the sense of the convention: "After due consideration, in which I have fully canvassed every possible phase of the subject, I have failed to find a single good reason to justify us in placing a third ticket in the field.… I would not endorse the distinguished gentleman named at Chicago. I would nominate him outright, and make him our own, and then share justly and rightfully in his election." The irreconcilables, nearly all from the South and including a hundred delegates from Texas, voted for S. F. Norton of Chicago, who received 321 votes as against 1042 for Bryan.
Because of the electoral system, the agreement of two parties to support the same candidate for President could have no effect, unless arrangements were made for fusion within the States. An address issued by the executive committee of the national committee of the People's Party during the course of the campaign outlined the method of uniting "the voters of the country against McKinley," and of overcoming the "obstacles and embarrassments which, if the Democratic party had put the cause first and party second," would not have been encountered: "This could be accomplished only by arranging for a division of the electoral votes in every State possible, securing so many electors for Bryan and Watson and conceding so many to Bryan and Sewall. At the opening of the campaign this, under the circumstances, seemed the wisest course for your committee, and it is clearer today than ever that it was the only safe and wise course if your votes were to be cast and made effective for the relief of an oppressed and outraged people. Following this line of policy your committee has arranged electoral tickets in three-fourths of the States and will do all in its power to make the same arrangements in all of the States."
The committee felt it necessary to warn the people of the danger of "a certain portion of the rank and file of the People's Party being misled by so-called leaders, who, for reasons best known to themselves, or for want of reason, are advising voters to rebel against the joint electoral tickets and put up separate electoral tickets, or to withhold their support from the joint electoral tickets." Such so-called leaders were said to be aided and abetted by "Democrats of the revenue stripe, who are not yet weaned from the flesh-pots of Egypt," and by Republican "goldbugs" who in desperation were seizing upon every straw to prevent fusion and so to promote their own chances of success.
In the North and West, where the Populist had been fusing with the Democrats off and on for several years, the combinations were arranged with little difficulty. In apportioning the places on the electoral tickets the strength of the respective parties was roughly represented by the number of places assigned to each. Usually it was understood that all the electors, if victorious, would vote for Bryan, while the Democrats would cast their second place ballots for Sewall and the Populists for Watson.
In the South much more difficulty was experienced in arranging fusion tickets, and the spectacle of Populists coöperating with Republicans in state elections and with Democrats in the national election illustrated the truth of the adage that "politics makes strange bedfellows." Only in Arkansas, Kentucky, Louisiana, Missouri, and North Carolina, of the Southern States, were joint electoral tickets finally agreed upon. In Tennessee the Populists offered to support the Democratic electors if they would all promise to vote for Watson, a proposal which was naturally declined. In Florida the chairman of the state committee of the People's Party, went so far on the eve of the election as to advise all members of the party to vote for McKinley; and in Texas there was an organized bolt of a large part of the Populists to the Republican party, notwithstanding its gold standard and protective tariff platform.
No campaign since that of 1860 was so hotly and bitterly contested as the "Battle of the Standards" in 1896. The Republicans broke all previous records in the amount of printed matter which they scattered broadcast over the country. Money was freely spent. McKinley remained at his home in Canton, Ohio, and received, day after day, delegations of pilgrims come to harken to his words of wisdom, which were then, through the medium of the press, presented to similar groups from Maine to California. For weeks, ten to twenty-five thousand people a day sought "the shrine of the golden calf."
In the meantime Bryan, as the Democrat-Populist candidate, toured the country, traveling over thirteen thousand miles, reaching twenty-nine States, and addressing millions of voters. It was estimated, for instance, that in the course of his tour of West Virginia at least half the electorate must have heard his voice. Most of the influential newspapers were opposed to Bryan, but his tours and meetings and speeches had so much news value that they received the widest publicity. As the campaign drew to a close, it tended more and more to become a class contest. That it was so conceived by the Populist executive committee is apparent from one of its manifestoes:
There are but two sides in the conflict that is being waged in this country today. On the one side are the allied hosts of monopolies, the money power, great trusts and railroad corporations, who seek the enactment of laws to benefit them and impoverish the people. On the other side are the farmers, laborers, merchants, and all others who produce wealth and bear the burdens of taxation. The one represents the wealthy and powerful classes who want the control of the Government to plunder the people. The other represents the people, contending for equality before the law, and the rights of man. Between these two there is no middle ground.