First Song - Mexicali Rose

10-2-4 Ranch

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First Song - Mexicali Rose

10-2-4 Ranch • Episode 389

15 minutes

Part of a 85-episode series

Episode Description

The show features a lively musical segment with Martha Mears, Bob Nolan, and the Tune Twirlers, who perform various songs including “Little David” and a theme from “Moonlight on the Prairie.” The dialogue includes playful banter between the characters and references to wartime efforts, encouraging listeners to help with bottle shortages. Additionally, there’s a promotional message for Dr. Pepper, emphasizing its unique flavor and suitability for energy boosts at various times of the day. The episode concludes with well wishes for good luck and reminders of wartime responsibilities, including support for War 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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