First Song - Keep an Eye on Your Heart

10-2-4 Ranch

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First Song - Keep an Eye on Your Heart

10-2-4 Ranch • Episode 156

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch radio show features music, humor, and messages from its hosts, including Dick Faran and Martha Mears. The program opens with a song warning listeners to keep their hearts safe while apart. An announcement promotes Dr. Pepper as a refreshing drink for relaxing and relieving stress. A humorous skit follows about a stingy character named Carl who mistakenly buys a milk wagon horse instead of a cow pony, leading to comedic situations. The show celebrates its one-year anniversary with special musical dedications, including "I'll Take You Home Again, Kathleen." Throughout the broadcast, there are reminders to enjoy Dr. Pepper at specific times, emphasizing the drink's appeal and connection to the American spirit during wartime. The program concludes with a call for listeners to support the war effort by purchasing 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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