First Song - A Cowboy Has to Sing

10-2-4 Ranch

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First Song - A Cowboy Has to Sing

10-2-4 Ranch • Episode 174

3 minutes

Part of a 85-episode series

Episode Description

The radio show features Dick Faran welcoming listeners and introducing the cast, which includes Martha Mears and the Sons of the Pioneers. Faran performs a song about the life of a cowboy, expressing the joy of returning home after a long day on the plains. Following the performance, Art Gilmore takes the spotlight to remind the audience about the refreshing qualities of Dr. Pepper, likening it to an enchanting experience. The program highlights themes of cowboy life and camaraderie while promoting the beverage.

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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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