First Song - Gay Ranchero

10-2-4 Ranch

Listen Now

Play

First Song - Gay Ranchero

10-2-4 Ranch • Episode 305

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch features Martha Mears, Bob Nolan, and the Sons of the Pioneers in a light-hearted musical program. The show begins with a festive song about love and ranch life, intertwined with humorous commentary from characters like Fogorn, who resists getting into the holiday spirit. A playful exchange follows about the lazy ways of ranchers contrasted with the energy boost from drinking Dr. Pepper, promoting its refreshing qualities. The cast continues with more songs reflecting on love and nostalgia, emphasizing the joy of the holiday season. Tex O'Brien wraps up the show with reminders to enjoy Dr. Pepper at specific times throughout the day and encourages listeners to support the war effort by buying war bonds.

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