First Song - Begin the Beguine

10-2-4 Ranch

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First Song - Begin the Beguine

10-2-4 Ranch • Episode 479

16 minutes

Part of a 85-episode series

Episode Description

The Dr. Pepper program features musical highlights broadcasted to American soldiers, emphasizing the enjoyment of music and the refreshing nature of Dr. Pepper. The show includes various performances from Martha Mears, Bob Nolan, and the Sons of the Pioneers, interspersed with humorous dialogue between characters like Foghorn and others. The musical segments evoke nostalgic emotions, featuring songs about love and loneliness, while also promoting the beverage as an essential pick-me-up at 10, 2, and 4 o'clock. The hosts encourage listeners to remember their happy memories associated with Dr. Pepper, and there's a strong call for listeners to return empty bottles promptly to help meet demand. The program concludes with reminders to tune in for more entertainment and 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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