First Song - Tico Tico (Instrumental)

10-2-4 Ranch

Listen Now

Play

First Song - Tico Tico (Instrumental)

10-2-4 Ranch • Episode 465

16 minutes

Part of a 85-episode series

Episode Description

The show features Martha Mears, Bob Nolan, and the Sons of the Pioneers, along with Foghorn Fox conducting musical performances. The cast engages the audience with a series of songs that evoke nostalgic themes of love and longing, including "In the Shade of the Old Apple Tree" and "Way Down Yonder in New Orleans." The dialogue includes playful banter among the performers, while emphasizing the importance of Dr. Pepper as an energizing drink during busy days. Interlaced with musical numbers, the show also discusses the significance of adhering to ceiling prices to help manage living costs. The episode concludes with a reminder to purchase war bonds and enjoy Dr. Pepper at designated times throughout the day.

Share This Episode

Comments Coming Soon!

Share your thoughts about this episode with other Old Time Radio enthusiasts.

In the meantime, you can share this episode on social media using the buttons above.

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.

All Episodes