Waiting for the Robert E. Lee

10-2-4 Ranch

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Waiting for the Robert E. Lee

10-2-4 Ranch • Episode 470

16 minutes

Part of a 85-episode series

Episode Description

The program features musical highlights for American soldiers, with performances by Martha Mears, Bob Nolan, and the Sons of the Pioneers, among others. The hosts engage in light-hearted banter, discussing topics such as upcoming holidays and romantic advice while promoting Dr. Pepper as an energy-boosting drink for moments when one feels hungry, thirsty, or tired. Songs played include references to Southern traditions, shuffling along the levee, and a humorous take on rockin' chairs. The show emphasizes the lasting appeal of Dr. Pepper and encourages listeners to enjoy it regularly at specific times of the day. The episode concludes with reminders to tune in for upcoming segments and a farewell from the hosts.

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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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