First Song - On The Rhythm Range

10-2-4 Ranch

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First Song - On The Rhythm Range

10-2-4 Ranch • Episode 523

16 minutes

Part of a 85-episode series

Episode Description

The show features a series of musical performances and discussions led by Martha Mears, the Sons of the Pioneers, and the Tune Twirlers, highlighting the theme of rhythm and music in daily life. Various songs are presented, including a playful exchange about finding music in unexpected places like the farm, and a nostalgic cowboy lullaby that reflects the simplicity and beauty of the West. Interlaced with the music are advertisements for Dr. Pepper, emphasizing its unique taste and energy-boosting qualities, while also encouraging listeners to enjoy it at specific times throughout the day. The show concludes with reminders for listeners to tune in for future broadcasts and embrace the joy and rhythm of music.

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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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