First Song - By the Light of the Silvery Moon

10-2-4 Ranch

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First Song - By the Light of the Silvery Moon

10-2-4 Ranch • Episode 340

14 minutes

Part of a 85-episode series

Episode Description

The 10-2-4 Ranch features musical performances that express themes of love and nostalgia, starting with a sentimental rendition of "By the Light of the Silvery Moon." The cast, including Martha Mears and the Sons of the Pioneers, engage in lighthearted banter about favorite songs related to the moon and twilight, followed by Ken Carson's classic tune "Twilight on the Trail." A crucial message about the importance of returning empty Dr. Pepper bottles is conveyed, urging listeners to participate in conservation efforts. This is complemented by the dedication of a song to income taxes, followed by cheerful performances celebrating the arrival of spring and the beauty of nature, emphasizing the uplifting spirit of the West. The episode concludes with reminders to enjoy Dr. Pepper and participate in community events, supporting both the product and a sense of camaraderie.

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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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