First Song - Red Sails in the Sunset

10-2-4 Ranch

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First Song - Red Sails in the Sunset

10-2-4 Ranch • Episode 506

15 minutes

Part of a 85-episode series

Episode Description

The Dr. Pepper program features a musical variety show with Martha Mears, Bob Nolan, and the Sons of the Pioneers. The host engages the audience with a humorous discussion about the group's transition from Western songs to a broader repertoire, including playful banter about performing Shakespeare. The program includes musical performances, such as "Red Sails in the Sunset" and "Blue Bonnet Girl," and emphasizes the importance of Dr. Pepper as a refreshing drink for between meals. A segment encourages listeners to support the war effort by purchasing war bonds, reinforcing their value for the future. The broadcast concludes with reminders to enjoy Dr. Pepper at specific times throughout the day and to support the purchase of 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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