Why did McKinley defeat Bryan?

William McKinley defeated William Jennings Bryan in the 1896 presidential election primarily due to his strong support for the gold standard, which appealed to business interests and urban voters concerned about economic stability. McKinley's campaign effectively utilized modern marketing techniques and a well-funded war chest, allowing him to reach a broader audience. Additionally, Bryan's focus on bimetallism, which aimed to inflate currency to help farmers and debtors, alienated some voters who feared it would lead to economic instability. Ultimately, McKinley's message resonated more with the electorate, leading to his victory.