William McKinley, Jr. (1843-1901) was the twenty-fifth President of the United States, and the last veteran of the Civil War to be elected. By the 1880s, this Ohio native was a nationally known Republican leader; his signature issue was high tariffs on imports as a formula for prosperity, as typified by his McKinley Tariff of 1890. As the Republican candidate in the 1896 presidential election, he upheld the gold standard, and promoted pluralism among ethnic groups. His campaign, designed by Mark Hanna, introduced new advertisingstyle campaign techniques that revolutionized campaign practices and beat back the crusading of his arch-rival, William Jennings Bryan. The 1896 election is often considered a realigning election that marked the beginning of the Progressive Era.