First Song - Brazilli Willie

10-2-4 Ranch

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First Song - Brazilli Willie

10-2-4 Ranch • Episode 471

16 minutes

Part of a 85-episode series

Episode Description

The program features a mix of music and comedic banter, starting with reflections on time and the importance of Dr. Pepper as a refreshing beverage. Host Don Ford introduces various musical acts, including Martha Mears and Foghorn Leghorn, who engage in playful dialogue about romance and love. The songs performed are dedicated to soldiers overseas, including a heartfelt rendition of a classic that resonates with love and longing. A message encourages listeners to support the war effort by purchasing war bonds and conserving resources. The show concludes with the reminder to tune in regularly and the importance of aiding the troops.

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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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