First Song - I'll Be Seeing You

10-2-4 Ranch

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First Song - I'll Be Seeing You

10-2-4 Ranch • Episode 512

15 minutes

Part of a 85-episode series

Episode Description

The program features musical performances and comedic banter among the show's cast, including Martha Mears, the Sons of the Pioneers, and the Tune Twirlers. They engage in lighthearted dialogue, sing popular songs of the era, and discuss the benefits of Dr. Pepper, emphasizing it as an energy booster at 10, 2, and 4 o’clock. Musical numbers include the Sons of the Pioneers performing "Mandy Lee" and a rendition of the classic "Daisy Bell." The scene shifts to a playful skit set in 1885, where characters discuss the introduction of Dr. Pepper as a future favorite soft drink. The show concludes with announcements about the next episode's song features and an invitation for listeners to tune in again.

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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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