First Song - Ne Ha Nee

10-2-4 Ranch

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First Song - Ne Ha Nee

10-2-4 Ranch • Episode 196

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch welcomes listeners and features performances by Dick Faran, Martha Mears, and the Sons of the Pioneers, who entertain with songs about pioneer life and cattle drives. Amidst the musical interludes, characters discuss various topics such as the transition to wartime efforts, the importance of Dr. Pepper as a refreshing energy source for workers, and practical advice on gardening during rationing. The lighthearted banter includes humorous anecdotes about launching ships and the challenges of adjusting to military life. The episode emphasizes community spirit and self-reliance in the context of supporting the war effort while enjoying simple pleasures like Dr. Pepper, ultimately encouraging listeners to make the most of their time for the benefit of the nation.

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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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