The promoters of eukaryotic protein-coding genes are combinations of short, cis-acting elements, which provide 'binding sites for sequence-specific transcription factors (for review, see McKnight and Tjian 1986;Dynan 1989). In general, a given promoter contains several binding sites, and, conversely, a given binding site is present in different promoters.We have been studying the transcription factor ATF, -whose consensus binding site is 5'-GTGACGTAc^G-3 ' (Lin and Green 1988). This sequence is present in many viral and cellular promoters (Lin and Green 1988), and DNA-binding activities that interact with this element are found in a variety of eukaryotes (Jones and Jones 1989; Lin and Green 1989). The E1A-inducible adenovirus F.2, F.3, and E4 promoters contain one or more ATF sites . For the F4 promoter, the ATF sites have been shown to be required for E1A inducibility . In addition to viral promoters, many cellular promoters also contain ATF sites. The best studied among them are the cAMP-inducible promoters. In these promoters, the ATF site is referred to as a cAMP response element (CRE) and is required for inducibility by cAMP (for review, see Roesler et al, 1988). However, many cellular promoters contain ATF sites and are not known to be regulated by either E1A or cAMP (Table 1).Therefore, a common cis-acting DNA sequence, the ATF-binding site, is present in promoters regulated by a variety of different agents.These observations raise the question of whether a single ATF proteiri mediates all of these apparently diverse transcription responses. In a previous biochemical study (Hal et al. 1988), we provided evidence that ATF is not a single factor but, rather a family of related polypeptides. Moreover, we demonstrated that ATF polypeptides are immunologically related to the AP-1/c-jun family of transcription factors. In this paper, we describe the isolation and characterization of ATF cDNA clones. The results confirm and extend the conclusions of our previous study. We show that ATF represents an extensive gene and protein family, which has amino acid similarity to the AP-1/c-jun family of transcription factors. ATF proteins bind to DNA as dimers, and they selectively form heterodimers that can bind to DNA.