Like most Southern states between the Reconstruction Era and the Civil Rights Movement, Louisiana's Republican Party was virtually nonexistent in terms of electoral support.

Instead, the reformer forces endorsed Jimmie Davis, a country singer from Shreveport who was then serving as Public Service Commissioner.

But Long failed to gain the support of New Orleans mayor Robert Maestri, whose Old Regular machine was seen as an essential component of any victorious Longite candidate.

Instead, Maestri threw his support behind Lewis L. Morgan, an elderly politician from Covington whose unexciting campaign found little resonance with voters.

Morgan did poorly in much of the state aside from the Long stronghold of Winn Parish and the surrounding area, but the number of votes turned out for him by the Old Regulars in New Orleans propelled him into the runoff.