When It's Springtime in the Rockies

10-2-4 Ranch

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When It's Springtime in the Rockies

10-2-4 Ranch • Episode 472

15 minutes

Part of a 85-episode series

Episode Description

The program features musical performances broadcast to American soldiers worldwide, including songs by Bob Nolan and the Sons of the Pioneers, and a special birthday greeting for a two-year-old girl named Amanda. The hosts, including Foghorn Fog, present a variety of songs ranging from Western favorites to popular tunes, emphasizing the enjoyment of Dr. Pepper, which is promoted as a timeless beverage ideal for energizing moments throughout the day. Listeners are encouraged to enjoy Dr. Pepper at 10, 2, and 4 o'clock, and are reminded to persist in finding their favorite drink even if it's sold out. The show concludes with a friendly farewell, encouraging listeners to partake in the cheerful ritual of enjoying 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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