First Song - Chant Of The Wanderer

10-2-4 Ranch

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First Song - Chant Of The Wanderer

10-2-4 Ranch • Episode 234

16 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch introduces its cast, including Dick Faran and Martha Mears, along with the Sons of the Pioneers, who perform several musical numbers celebrating the beauty of nature and the experiences of life on the range. Amidst the music, there are comedic exchanges about a recent boxing match and related humorous anecdotes. Art Gilmore promotes Dr. Pepper as a refreshing drink, emphasizing its role in revitalizing weary individuals, especially in the summer heat. A segment discusses the importance of returning empty Dr. Pepper bottles for recycling, framing it as a patriotic duty to support the war effort. The program concludes with a call to action regarding war bonds and the reminder to enjoy Dr. Pepper at regular intervals throughout the day.

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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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