First Song - Indian Maidian

10-2-4 Ranch

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First Song - Indian Maidian

10-2-4 Ranch • Episode 173

15 minutes

Part of a 85-episode series

Episode Description

The 10-2-4-Rad features performances by Dick Faran, Martha Mears, and the Sons of the Pioneers, who sing tunes celebrating life and love while promoting Dr. Pepper. Art Gilmore discusses the concept of "quality folks," emphasizing the importance of hospitality and good taste, particularly in serving drinks like Dr. Pepper. Musical interludes include renditions of songs about love and the American cowboy lifestyle, with themes of longing and the significance of water. As the show closes, there is a toast to those supporting the war effort, encouraging listeners to drink water and enjoy Dr. Pepper as a refreshing and energizing option, while also promoting the purchase of war bonds.

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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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