The answer below was also given/posted on the RootsWeb List for ORMULTNO, regarding whether the East Side Funeral Directors was still in business. See the following under: [ORMULTNO] East Side Funeral Directors, E. 6th Street and Alder. Date: Sun, 10 Jun 2012. The answer is posted again here so that other GenForum volunteers will know this request was answered, and other family researchers will have the information regarding the East Side Funeral Directors.
The answer was as follows: "To answer your question, the East Side Funeral Directors is no longer in business. I checked Portland City Directories and found their address was actually 537 SE Alder. In later city directories, the address was listed for "A. J. Rose & Son East Side Funeral Directors." Either these two entered into a partnership, or A. J. Rose & Son bought out East Side. The records for East Side Funeral Directors may or may not have been given to A. J. Rose & Son in the transaction. [From what I've been told, records from the previous funeral company are not always given to the new owners.]
Today, A. J. Rose & Son is no longer in business. In 1976 there was an article in the Oregonian newspaper saying that the Hollywood Investment Co. owned Ross Holly Wood Chapel, at 4733 NE Thompson St., and that they owned the funeral home of Ross Hollywood Chapel at the Thompson St. address. The article went on to say that the parent company moved the A. J. Ross & Son to the Ross Hollywood Chapel address. Ross Hollywood purchased the name and good will of A. J. Ross & Son. Again, the records of A. J. Rose & Son, and possibly the records of East Side Funeral Directors may or may not have transfered to Ross Hollywood in the purchase.
The good news is that Ross Hollywood is still in business and still at 4733 NE Thompson St., in Portland, 97213. They are part of the Dignity Memorial group of funeral homes. They "might" be able to help you if you are looking for records regarding Helen CRAWFORD who died in April 1924 in Portland. The Oregon Death Index record shows a Helen CRAWFORD died on 20 April 1924 in Portland. The date you gave of the 24th is probably the date the funeral notice was published in the newspaper.