First Song - Ol' Rockin' Chair

10-2-4 Ranch

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First Song - Ol' Rockin' Chair

10-2-4 Ranch • Episode 385

14 minutes

Part of a 85-episode series

Episode Description

The show features a mix of music, humor, and promotional segments for Dr. Pepper. Various performers, including Martha Mears, Mod Nolan, and the Sons of the Pioneers, entertain the audience with songs and comedic dialogue. The hosts emphasize the enjoyment of Dr. Pepper, which they describe as a unique carbonated drink that offers taste satisfaction and energy. A segment highlights the importance of buying war bonds as symbols of freedom, especially during the peak of the fifth war loan drive. The show concludes with final wishes for listeners to enjoy Dr. Pepper and support the war effort through purchasing bonds.

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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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