First Song - Beautiful Ohio

10-2-4 Ranch

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First Song - Beautiful Ohio

10-2-4 Ranch • Episode 507

15 minutes

Part of a 85-episode series

Episode Description

The show features a series of musical performances and conversations, with a focus on the theme of time and the need for refreshment during the day. Martha Mears, the Sons of the Pioneers, and the Tune Twirlers entertain the audience with songs that evoke images of the West and romance. Contributing to the narrative is the promotion of Dr. Pepper as a light beverage that provides a quick energy boost between meals. The audience is encouraged to enjoy Dr. Pepper throughout the day, especially at designated times of 10, 2, and 4 o'clock. The program concludes with a tribute to soldiers overseas, highlighting the connection of music to their experiences and emotions, while also teasing future performances.

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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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