A major site of DNA bending is located 1.6 kb upstream of the P1 transcription start site of the human c-myc gene, near the center of a reported zone of initiation of DNA replication. A repeated, purine-rich element, termed PUR, at the bend site is specifically bound by a protein in HeLa cell nuclear extracts. This protein has specific affinity for the purine-rich single strand of the element. Methylation interference maps a pattern of specific contact points with guanosine bases in a 24-mer oligonucleotide containing the element. UV cross-linking reveals that contact is made by a polypeptide of approximately 28 kDa. The PUR element is present at origins of replication and in gene flanking regions in a variety of eukaryotes from yeasts through humans. The consensus sequence GGNNGAGGGAGARRRR has been derived. This element is present near centers of regions of two mammalian loci (human c-myc and hamster dhfr) recently reported as initiation zones for DNA replication. A 24-mer oligonucleotide representing the hamster dhfr version of the PUR element effectively competes with the human c-myc version for binding to Pur.It is not known at this time whether cis-acting elements serve to control the initiation of DNA replication in mammalian chromosomes. Furthermore, no mammalian protein has been shown to influence the initiation of replication through sequence-specific binding to DNA. It is, however, clear that initiation of replication in prokaryotes, lower eukaryotes, and mammalian DNA tumor viruses involves duplex opening mediated by the specific binding of an initiator protein to repeated DNA elements (for reviews, see references 6, 20, 24, and 48). Difficulty in identifying sequences controlling mammalian initiation has been due in part to a lack of suitable methods for mapping replication origins in large and complex genomes. Recent mapping procedures have improved the localization of initiation zones in the vicinity of certain mammalian genes, and at least two candidates for potential origins exist. Seven different mapping methods concur in locating an initiation zone approximately 17 kb 3' to the hamster dihydrofolate reductase