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 387

14 minutes

Part of a 85-episode series

Episode Description

The show features musical performances and dialogue centered around the enjoyment of Dr. Pepper, highlighting its refreshing qualities as a drink to relieve hunger and energize during the workday. Martha Mears and Bob Nolan entertain listeners with songs, including "Honey," and discuss the upcoming release of a colorful booklet titled "The Enchanted West." Tune Twirlers and the Sons of the Pioneers perform various songs, including "In My Adobe Hacienda," celebrating the beauty of Mexico and summer while promoting Dr. Pepper as a perfect companion to the season. The show's conclusion emphasizes the importance of enjoying Dr. Pepper regularly, especially at designated times of the day, and encourages listeners to stay tuned for more entertainment.

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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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