First Song - Cowboys and Indians

10-2-4 Ranch

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First Song - Cowboys and Indians

10-2-4 Ranch • Episode 169

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch welcomes listeners with lively cowboy and Indian themes, featuring performances from Dick Faran, Martha Mears, and the Sons of the Pioneers. The broadcast includes lively songs about the adventures and rivalries between cowboys and Indians, humorous banter about life in the West, and a light-hearted segment where characters ponder whimsical questions about nature. The show's sponsor, Dr. Pepper, is highlighted as a refreshing drink that provides energy and relief during long tasks, reinforcing its recommendation for consumption at specific times throughout the day. The program wraps up with a patriotic message encouraging listeners to support Uncle Sam through war bonds while celebrating the joys of ranch life and camaraderie. The cast bids farewell, emphasizing their ongoing connection to the audience.

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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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