First Song - Hills of Old Wyoming

10-2-4 Ranch

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First Song - Hills of Old Wyoming

10-2-4 Ranch • Episode 511

15 minutes

Part of a 85-episode series

Episode Description

The show features a sequence of musical performances interspersed with conversations between the hosts and musical guests, including Martha Mears and the Sons of the Pioneers. The program features a playful exchange about the beauty of a painting, leading to the Tune Twirlers performing "Rosita’s Papa." The hosts discuss the refreshing qualities of Dr. Pepper, emphasizing its unique taste and energy-boosting benefits at specific times of the day. Various songs reflect themes of love, companionship, and the spirit of adventure on the open range. The show concludes with a reminder to enjoy Dr. Pepper and an invitation to tune in for the next broadcast.

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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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