First Song - I Hear a Rhapsody

10-2-4 Ranch

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First Song - I Hear a Rhapsody

10-2-4 Ranch • Episode 486

16 minutes

Part of a 85-episode series

Episode Description

The program begins with a broadcast intended for American soldiers, featuring a lively musical segment hosted by Martha Mears and Bob Nolan, alongside the Sons of the Pioneers. They perform various musical pieces, including a song reflecting the cowboy's connection to nature and their grounded, down-to-earth philosophy. The dialogue showcases a playful exchange between the hosts about their musical preferences, incorporating elements of romance and regional pride, particularly focusing on the state of Maryland. Interspersed with advertisements for Dr. Pepper, the show encourages listeners to buy war bonds and emphasizes loyalty to country and the benefits of investing in peace-time merchandise. The episode concludes with mentions of future broadcasts and reminders for listeners to enjoy Dr. Pepper at set times throughout the day.

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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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