First Song - Westward Ho!

10-2-4 Ranch

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First Song - Westward Ho!

10-2-4 Ranch • Episode 170

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch radio show features Dick Feran, Martha Mears, and the Sons of the Pioneers, with an entertaining mix of music and dialogue. Dick Feran sings songs celebrating life on the ranch while Art Gilmore discusses the challenges posed by rationing on Dr. Pepper's availability, stressing the drink's quality despite scarcity. The comedic segment includes a humorous anecdote about Dick's mishap at a barber shop where he received a shave from a lady barber who was startled by a mouse. The show emphasizes the enduring reputation of Dr. Pepper and wraps up with a reminder for listeners to support the war effort by purchasing 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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