First Song - When You Wore a Tulip

10-2-4 Ranch

Listen Now

Play

First Song - When You Wore a Tulip

10-2-4 Ranch • Episode 336

16 minutes

Part of a 85-episode series

Episode Description

The 10-2-4 Ranch radio show features musical performances, including a nostalgic song about love and the West, sung by Martha Mears and the Sons of the Pioneers. Tex O'Brien promotes Dr. Pepper, highlighting its unique flavor and energy boost, encouraging listeners to enjoy it regularly. The show includes humor, as well as a call to support the war effort by purchasing war bonds, emphasizing the importance of contributing to the nation's victory. A sequence features a lively performance by Ken Carson, who expresses longing for a woman named Marquita, further enriching the show’s theme of love and reminiscence. The program concludes with a reminder of the next variety show and the importance of continued support for war bonds while wishing listeners well with Dr. Pepper.

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