First Song - Instrumental by the Tune Twirlers

10-2-4 Ranch

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First Song - Instrumental by the Tune Twirlers

10-2-4 Ranch • Episode 154

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch features an entertaining mix of music, storytelling, and humorous anecdotes. Art Gilmore discusses the importance of hydration in cold weather, promoting Dr. Pepper as a refreshing beverage to enjoy throughout the day. The Sons of the Pioneers perform musical numbers, including the classic "My Grandfather's Clock," and share humorous tales about winter at the ranch, such as a joking report about the cold impacting the delivery of a baby by a penguin. The program highlights the appeal of true Western songs versus hillbilly tunes, with a creative rendition of a classic opera melody. Throughout the show, listeners are reminded to drink Dr. Pepper, especially at designated times, and the show concludes with a push for supporting war bonds and stamps

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10-2-4 Ranch

10-2-4 Ranch is a classic 1940s Old Time Radio western-themed musical variety program, created as part of a nationwide advertising campaign for Dr Pepper. Rather than telling ongoing cowboy stories, the show used a friendly “ranch” setting as a backdrop for music, light banter, and sponsor messaging built around Dr Pepper’s famous slogan: “Drink a bite to eat at 10, 2, and 4.” Airing in short, approximately 15-minute episodes, 10-2-4 Ranch featured popular western and contemporary music performances, often by well-known acts of the era such as Sons of the Pioneers, alongside announcer segments that seamlessly folded advertising into the entertainment. The tone was upbeat, informal, and family-friendly—designed to be easy listening during daytime hours while reinforcing the idea of Dr Pepper as a mid-day energy pick-me-up. The program was sometimes billed under related titles such as 10-2-4 Time, reflecting slight format shifts, and is occasionally confused with other Dr Pepper–sponsored radio shows from the same era. Today, 10-2-4 Ranch stands as a clear example of mid-century branded radio at its best—where western music, variety entertainment, and advertising blended together into a uniquely nostalgic listening experience.

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