First Song - Magic Is the Moonlight

10-2-4 Ranch

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First Song - Magic Is the Moonlight

10-2-4 Ranch • Episode 466

16 minutes

Part of a 85-episode series

Episode Description

The show features musical performances and banter among Martha Mears, Bob Nolan, and the Sons of the Pioneers, highlighting various South of the Border tunes as well as classic pieces like "Camp Down Racers" and "Shine on, Harvest Moon." They discuss the power of music and share comedic exchanges about song styles and influences. The characters promote Dr. Pepper, emphasizing its role as an energy-boosting beverage suitable for any time of day, particularly at 10, 2, and 4 o'clock. The program concludes with a reminder for listeners to purchase war bonds and enjoy the unique taste of Dr. Pepper.

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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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