First Song - Where Are You Now

10-2-4 Ranch

Listen Now

Play

First Song - Where Are You Now

10-2-4 Ranch • Episode 214

15 minutes

Part of a 85-episode series

Episode Description

The 10-2-4 Ranch features music and light-hearted banter among characters Dick Faran, Martha Mears, and the Sons of the Pioneers, who welcome listeners to the ranch. The program emphasizes the importance of drinking Dr. Pepper to combat fatigue, suggesting it as a quick energy boost for workers. Comedic interactions display Pedro trying to buy gifts for his musician brother, leading to humorous misunderstandings about musical instruments. The show includes songs about longing and love, with Art Gilmore warning about the dangers of hunger and exhaustion while advocating for Dr. Pepper. The hosts encourage listeners to persevere in finding the drink amid shortages and promote the importance of buying war bonds to support the war effort, all presented in an engaging and entertaining manner.

Share This Episode

Comments Coming Soon!

Share your thoughts about this episode with other Old Time Radio enthusiasts.

In the meantime, you can share this episode on social media using the buttons above.

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.

All Episodes