Volga Boatman song (instrumental)

10-2-4 Ranch

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Volga Boatman song (instrumental)

10-2-4 Ranch • Episode 474

16 minutes

Part of a 85-episode series

Episode Description

Musical segments are broadcast to American soldiers across the globe in a variety show featuring Martha Mears, Bob Nolan, the Sons of the Pioneers, and conductor Dr. Foghorn Fogg. The show emphasizes the importance of enjoying a cold Dr. Pepper at 10, 2, and 4 o'clock as a refreshing break and energizing treat. Performers sing sentimental songs, including "When My Bloom Turns to Gold Again" and a heartfelt tribute, "The Same Little Chapel," dedicated to the soldiers overseas. Listeners are encouraged to use Vmail for fast correspondence with loved ones. The program concludes with a reminder to write to soldiers and support the war effort by buying war bonds.

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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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