With the onset of the Great Depression, Wisconsin's Republican factionalism had reached a breaking point, as Stalwarts and Progressives had grown increasingly estranged due to a growingly divergent outlook on the world. In 1928 the stalwarts had won the primary and nominated wealthy business leader Walter Kohler over Joseph Beck, defeating Madison mayor Albert Schmedemann. Two years later progressive scion Philip La Follette became governor, once again reasserting control of the party on the part of progressives. Despite taking several actions to curb the economic crisis, La Follette was unable to effectively articulate the achievements of his administration to primary voters, and with the factor of being outspent by the wealthy Kohler, went down in defeat in the primary, as Stalwarts once again retook control of the party. This time, in 1932, the Republicans went down in defeat against Schmedemann, who was propelled to victory by the election of New York governor Franklin Delano Roosevelt.
With this defeat, La Follette returned to his private life, but various factions within and beyond the Republican party began stirring for the formation of a new third party. This third party eventually culminated in the founding of the Wisconsin progressive party in 1934. After successfully suing the Secretary of State, La Follette and his supporters were able to hold a third party primary, and run under that label in the general election. Despite this, La Follette held reservations about running on the same ticket as his brother, Robert La Follette Jr., as he feared voters would reject "too much La Follette." In spite of this concern, he eventually threw his hat into the wring with tacit support from the Roosevelt administration.
The Communist, Prohibition and Socialist Labor parties were forced to run candidates as independents, as they were not recognized as legal parties due to failing to poll the required number of votes in past primary elections.[12]