First Song - Sweet Genevieve

10-2-4 Ranch

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First Song - Sweet Genevieve

10-2-4 Ranch • Episode 366

14 minutes

Part of a 85-episode series

Episode Description

The show features a musical and comedic celebration titled "Ten Two Four Ant," hosted by Martha Mears, Bob Nolan, and the Sons of the Pioneers, along with the Tune Twirlers. The episode includes humorous discussions about the pronunciation of names and introduces the charming character "Brazili Willy," a Latin heartthrob who captivates ladies from South America to the U.S. Various musical performances enhance the show, with a particular emphasis on the soothing theme of love. Throughout, there are promotional segments for Dr. Pepper, highlighting its unique flavor and encouraging listeners to enjoy it as a refreshing snack at designated times. The broadcast concludes with a reminder about supporting war bonds and invites listeners to tune in to future shows.

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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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