First Song - Lazy Day

10-2-4 Ranch

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First Song - Lazy Day

10-2-4 Ranch • Episode 514

15 minutes

Part of a 85-episode series

Episode Description

The program opens with a lighthearted discussion among characters about laziness and the need for energy, highlighted by the character Foghorn, who humorously admits to his laid-back lifestyle. As they banter, they segue into musical performances featuring the Sons of the Pioneers and the Tune Twirlers, with Foghorn and others participating in singing classic Western songs. The hosts mention the renowned taste and energy benefits of Dr. Pepper, encouraging listeners to enjoy it, especially at specific times during the day. The show concludes with a reminder of Dr. Pepper time and the enjoyment of its rich flavor, as well as a nod to the program's armed forces audience.

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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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