First Song - Easter Parade

10-2-4 Ranch

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First Song - Easter Parade

10-2-4 Ranch • Episode 500

15 minutes

Part of a 85-episode series

Episode Description

The 500th broadcast of "1024 Time" features hosts Martha Mears and Don Fox, along with musical guests like Bob Nolan and the Sons of the Pioneers. The program celebrates its milestone by expressing gratitude to listeners and introducing popular requested songs, including "Shine On, Harvest Moon" and "Cool Water." The hosts engage in lighthearted banter, discussing Easter traditions and the joy of drinking Dr. Pepper as a refreshing pick-me-up at 10, 2, and 4 o'clock. The show emphasizes the beverage's unique flavor and energizing qualities while reminiscing about the show's success over the past four years, encouraging listeners to maintain good habits and enjoy the programming. The broadcast concludes with a reminder to support war bonds and wishes listeners well.

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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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