“The Overton window, also known as the window of discourse, is the range of ideas the public will accept.” https://en.wikipedia.org/wiki/Overton_window
The Overton Window matters in a Presidential election year because it not only determines the range of ideas that are discussed but also the range of candidates and, most importantly, the range and number of citizens who will or will not be enfranchised to participate in the democratic process. That in turn will determine the range of policy proposals that democratically elected officials will be encouraged to pursue in the following four years. If the interests of a segment of the population are not discussed in debates and town halls then then they will be disenfranchised and unrepresented in our democracy.
The political press plays a crucial role in determining the scope of the Overton Window.