First Song - Instrumental

10-2-4 Ranch

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First Song - Instrumental

10-2-4 Ranch • Episode 516

16 minutes

Part of a 85-episode series

Episode Description

The program features a lively musical variety show with performances by Martha Mears, the Sons of the Pioneers, and the Tune Twirlers, along with comedic interludes featuring Foghorn, who humorously remarks on aging and relationships. The show includes songs expressing love and longing, with a constant promotion of Dr. Pepper as a refreshing beverage that satisfies hunger and thirst at any time, particularly highlighted at 10, 2, and 4 o'clock. The narrative intertwines romantic lyrics with the importance of taking breaks for Dr. Pepper, emphasizing its unique flavor and energy-boosting qualities. The broadcast concludes with a promise of more music and entertainment in future episodes, inviting listeners to enjoy the moment and 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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