First Song - Song of the Bandit

10-2-4 Ranch

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First Song - Song of the Bandit

10-2-4 Ranch • Episode 165

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch features a lively mix of music and humor, opening with Dick Ferran singing about longing for old friends and the changes in life. The show includes a health message about the importance of drinking water, highlighted by a promotion for Dr. Pepper as a flavorful beverage that aids in hydration and energy. A humorous segment features old Shakespeare Smith, who whimsically shares that he’s been wearing his glasses to bed to better see his dream girl, leading to comedic stories and jokes shared among characters. As the show progresses, the Sons of the Pioneers perform a serenade reflecting the cowboy life, while Art Gilmore emphasizes that physical performance peaks after breakfast, encouraging listeners to enjoy Dr. Pepper for an energy boost throughout the day. The episode wraps up with a reminder to support war bonds and stamps, and a farewell from the cast.

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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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