Bryan soon established himself as one of the nation's leading orators. A Democratic with progressive views, he supported campaigns for graduated income tax, regulating child labour and women's suffrage. Defeated in 1894 he was appointed editor of the Omaha World Herald before becoming the Democratic presidential candidate in 1896.
His Republican opponent, William McKinley argued for high protective tariffs on foreign goods. This message was popular with America's leading industrialists and with the support of Mark Hanna, McKinley was able to raise $3,500,000 for his campaign. Outspending Bryan by 20 to 1, McKinley easily defeated his opponent by an electoral vote of 271 to 176. Bryan also lost to Republican candidates in 1900 (William McKinley/Theodore Roosevelt) and 1908 (William H. Taft).
In 1912 Theodore Roosevelt stood as the Progressive Party candidate against William H. Taft. This split the traditional Republican vote and enabled Woodrow Wilson, the Democratic candidate, to be elected. Wilson appointed Bryan as secretary of state. A passionate pacifist, Bryan convinced 31 nations to agree in principle to his proposal to accept a year's cooling-off period during political conflicts, allowing the dispute to be studied by an international commission.
