In 1896 what was part of the reason the Populist party declined?

William Jenning Bryan, the Democrat candidate stood on a populist platform, but lost to the Republican candidate William McKinley who won with a large margin. Bryan proposed a silver currency that would improve the economy and life of the farmers. McKinley had the support of wealthy funders, and urban supporters in the North East. The election marked the exclusive reliance on rural votes to win an election. The election of 1896 marked the end of populism because the populists believed that a merger would dilute their identity and and the party would decline.