First Song - Ne Ha Nee

10-2-4 Ranch

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First Song - Ne Ha Nee

10-2-4 Ranch • Episode 483

15 minutes

Part of a 85-episode series

Episode Description

Musical highlights celebrate Dr. Pepper while addressing American soldiers worldwide, featuring performances by Martha Mears, Bob Nolan, the Sons of the Pioneers, John Fox, and the Tune Twirlers. The show opens with catchy jingles that urge listeners to get a refreshing Dr. Pepper at key times of the day. Martha sings about the beauty of Indian summers, prompting a playful exchange with Bob about Indian culture. Several songs follow, including “Up a Lazy River” and a poignant rendition of “My Grandfather’s Clock,” each accompanied by banter and humor from the hosts. They emphasize Dr. Pepper's unique taste and energy-boosting qualities, encouraging regular consumption throughout the day. The broadcast concludes with reminders to keep enjoying Dr. Pepper and to support war bonds, leaving listeners in a cheerful mood.

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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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