First Song - Old Spinning Wheel

10-2-4 Ranch

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First Song - Old Spinning Wheel

10-2-4 Ranch • Episode 365

14 minutes

Part of a 85-episode series

Episode Description

The 1024 Ranch celebrates its 365th broadcast, marking two and a half years on the air. Martha Mears, Bob Nolan, and the Sons of the Pioneers perform songs and share memories related to pioneer life, including the significance of an old spinning wheel. They engage in festivities and sing about the joy of Dr. Pepper, emphasizing its unique flavor and popularity among fans since its inception in 1885. The show includes musical interludes and encourages listeners to support the war effort by considering rationing guidelines. The program concludes with more performances and a reminder from the hosts to enjoy Dr. Pepper at designated times 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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