First Song - Maria

10-2-4 Ranch

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First Song - Maria

10-2-4 Ranch • Episode 475

15 minutes

Part of a 85-episode series

Episode Description

The Dr. Pepper program features musical highlights intended for American soldiers stationed worldwide, emphasizing the need for a refreshing drink at specific times: 10, 2, and 4 o'clock. Martha Mears, Bob Nolan, and the Sons of the Pioneers provide entertainment, including a humorous segment about a serenade involving a donkey and guitar. Foghorn Farr humorously introduces a musical performance titled "The Devil's Dream," followed by the song "Rogers on the Trail," evoking nostalgia and feelings of home for soldiers. The program underscores the unique taste of Dr. Pepper and encourages listeners to enjoy it regularly for an energy lift throughout their day. The broadcast ends with reminders to support the war effort by purchasing 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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