First Song - Riding Down that Old Wyoming Trail

10-2-4 Ranch

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First Song - Riding Down that Old Wyoming Trail

10-2-4 Ranch • Episode 195

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch radio show features Dick Ferran, Martha Mears, and the Sons of the Pioneers as they celebrate their two hundredth episode with a variety of nostalgic songs and anecdotes. After a lively musical introduction, the cast reflects on memorable moments from the past year, including war-related themes and personal stories of family, love, and the spirit of Christmas. Art Gilmore emphasizes the quality and hygiene standards of Dr. Pepper, urging listeners to enjoy the drink confidently. The show weaves together humor, sentiment, and music, culminating in heartfelt performances that evoke cherished memories and a sense of community. The broadcast concludes with gratitude for the audience and a promise to return.

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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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