First Song = Ciri Biri Bin

10-2-4 Ranch

Listen Now

Play

First Song = Ciri Biri Bin

10-2-4 Ranch • Episode 233

16 minutes

Part of a 85-episode series

Episode Description

The show opens with a lively welcome to the 1024 Ranch, featuring performances by Dick Faran, Martha Mears, and the Sons of the Pioneers. Martha Mears sings about Napoli, followed by Art Gilmore discussing the benefits of staying hydrated, especially with Dr. Pepper, which is emphasized as a refreshing option. Humor ensues when a character named Truthful is humorously attempting to shave another character, Foghorn, as part of his barber college homework, leading to a series of comedic exchanges. Truthful then performs a song about life in Plainsville, followed by Faran singing a heartfelt goodbye in "Adios." The importance of returning empty Dr. Pepper bottles is highlighted, reflecting the wartime context. The show closes with encouragement to enjoy Dr. Pepper, while promoting camaraderie and support for the war effort.

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