First Song - When You Wish Upon a Star

10-2-4 Ranch

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First Song - When You Wish Upon a Star

10-2-4 Ranch • Episode 478

16 minutes

Part of a 85-episode series

Episode Description

The Dr. Pepper program features musical highlights aimed at American soldiers around the world, with segments hosted by Martha Mears, Bob Nolan, and the Sons of the Pioneers. Various songs are performed, including heartfelt ballads and lively novelty numbers, while promoting the refreshing qualities of Dr. Pepper as a pick-me-up at the traditional 10, 2, and 4 o'clock times. The hosts engage in light banter, discussing the songs and humorously debating their singing abilities. The program also incorporates a call to action for listeners to support the war effort by purchasing war bonds. As the broadcast concludes, the hosts wish their audience well and encourage them to enjoy Dr. Pepper while maintaining patriotic support.

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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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