In 1935 the Parade was back on a Friday which was June 7th and KOIN had competition. KEX, which was KGW's sister, broadcast the "Rose Festival Floral Parade" 3:30 PM to 4:30 PM. No announcer given. KOIN's broadcast 3:00 PM to 4:00 PM was sponsored by The Texaco Oil Company.
1936 saw KEX expand its coverage with a preview of the parade activities at 9:30 AM to 10:30 AM on Friday June 12th. KEX's Texaco sponsored Floral Parade broadcast began at 10:30 AM and ended at Noon. KOIN's broadcast with Art Kirkham was on 10:30 AM to Noon.
KEX continued to expand its parade coverage in 1937 broadcasting on June 11th 9:30 AM to 10:30 AM, ceremonies at Multnomah Stadium "Formation of the Grand Floral Parade: Bill Ross, Don Austin, Homer Welch at the mikes." Then 10:30 AM to Noon "The Grand Floral Parade: Picked up from the stadium, where there will be three announcers. Pickup point also at Broadway and Alder, where announcers Rollie Truitt, Phil Irwin, and Chet Huntley are at the mikes, making a total of seven announcers, not including special commentators and contact men." (The Oregonian 6-11-37) Side note on the announcers: Bill Ross is Bill Minckler's father. Rollie Truitt had joined KEX as The Voice of The Portland Beavers while Chet Huntley would eventually join with David Brinkley on NBC-TV's Huntley-Brinkley Report.
With so many announcers on KEX, KOIN shouted in its Journal ad after mentioning Art Kirkham with "THE MOST COMPLETE FESTIVAL COVERAGE EVER PRESENTED. SEE ALL THE EVENTS YOU CAN... HEAR THE REST ON... KOIN, Presented by Texaco." KOIN's coverage ran from 11:30 AM to 1:00 PM.(The Journal 6-10-37)
In 1938 Art Kirkham shared the mike with Stan Church on KOIN June 10th. "Church will review events from the broadcasting booth in the Civic Stadium as the parade begins. From a vantage point at Southwest Broadway and Salmon Street, Kirkham will describe each float as it passes." Coverage on KOIN began at 10:30 AM and ran until 11:30 AM. (The Journal 6-9-38)
"The Oregonian" stations KGW & KEX split up the coverage in 1938. KGW started with a preview of the Grand Floral Parade 8:00AM to 8:15 AM. KEX covered the parade 9:30 AM to Noon. "KEX has a regular network of remote pickup wires and a bunch of announcers to man them. It's by far the most complete coverage of The Rose Parade to be aired." (The Oregonian 6-10-38)
1939 saw the second time The Grand Floral Parade was carried on a network Friday June 9th when the Mutual Broadcasting System picked up the program via KALE 11:00AM to 11:30AM. KALE's sister KOIN had carried the Rose Festival Parade assembling from 9:30AM to 10:00AM.
KEX had its announcers fanned out all over the parade route. "At the stadium: Don Kneass, Bill Mock and Phil Irwin. 6th and Alder: Bob Tomlinson who will be on the street with Bill Ross who will be stationed in a window of The Oregonian Building." KEX parade coverage ran from 9:45 AM to 12:30 PM. (The Oregonian 6-9-39)
On Friday June 7, 1940 Parade coverage was on KEX 9:00 AM to 10:00 AM. KALE 10:00 AM to 10:45 AM.
1941 and The Journal stations, KOIN & KALE were teaming up with coverage. KALE carried The Grand Floral Parade from the Stadium 9:00 AM to 9:30 AM. KOIN broadcast the Parade at 10:00 AM to 10:15 AM, then from 11:30 to 11:45 AM. "Johnny Carpenter and Art Kirkham act as your binoculars trained on the Big Parade. Johnny Carpenter will broadcast from viewpoints along the parade route." (The Journal 6-12-41)
The June 13th Parade was also carried by KWJJ at 11:00 AM. KEX had the earliest coverage with its "Pre-Parade Description" 8:30 AM to 10:00 AM. (The Oregonian 6-13-41)
Rose Festival celebrations in 1942, 1943, 1944 and 1945 were suspended during WORLD WAR II.
On Friday June 7, 1946 The Grand Floral Parade was back and so was the radio coverage by KEX 10:30 AM to Noon. KOIN & KALE were now competitors, both covering the parade 11:00 AM to 11:30 AM.
1947 saw KALE back June 13th with Bill Ross and his crew describing the parade from the Oriental Theatre marquee 11:00AM to 11:30AM. KGW previewed "the shaping up of the parade at Holladay Park" 9:30 AM to 10:30 AM with announcers Bob Tomlinson, Phil Irwin & Wayne Roberts. "KEX covers the parade from all angles 10:00 AM to 11:15 AM. Barney Keep flies over the parade while Paul Crain & Sherman Washburn pour forth adjectives from the east side terra firma." (The Journal 6-12-47) KOIN transcribed the program for a 4:30 PM to 4:55 PM broadcast when CBS clearance wasn't possible.
ROSE FESTIVAL TRIVIA: The 1947 song "For You A Rose In Portland Grows" was written by Art Kirkham (lyrics) and music by Alfie Rutherford (of Rutherford's Root Beer fame). The song was featured in the 1948 Festival.
The First Television broadcast of The Rose Festival Grand Floral Parade was on Friday June 12, 1953 when KPTV channel 27 began coverage from 9:30 AM to 12:30 PM. It was sponsored by First National Bank. Radio continued to cover the parade as well: KGW 9:15 AM to 10:30 AM. KEX 10:00 AM to 11:30 AM. KPOJ 10:15 AM to Noon.