First Song - I Remember April

10-2-4 Ranch

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First Song - I Remember April

10-2-4 Ranch • Episode 518

15 minutes

Part of a 85-episode series

Episode Description

The show features a variety of musical performances and entertaining banter among the cast, including Martha Mears, the Sons of the Pioneers, and the Tune Twirlers. The performers discuss their experiences with songs featured in movies and share lively songs like Bob Nolan's "Following the Sun." The discussion shifts to promotions for Dr. Pepper, highlighting it as a refreshing option for between meal hunger. The program includes humorous exchanges, musical numbers, and encouragement to enjoy Dr. Pepper at designated times throughout the day. The segment ends with a mention of future performances and a reminder of their sponsored support for the armed forces.

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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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