cAMP strongly stimulates the activity of the human prolactin (hPRL) promoter. We have previously shown that two types of cis-element are required for this cAMP regulation; binding sites for the pituitary-specific factor Pit-1, and the sequence spanning nucleotides -115 to -85 (named sequence A). Sequence A contains the TGACG motif found in the consensus sequence of the CAMPresponsive element (CRE). In this study, we show that a mutation in the TGACG motif of sequence A strongly reduces not only the CAMP regulation but also the Ca2' regulation and basal activity of the hPRL promoter. Furthermore, gel-shift assays indicate that the mutation prevents binding of a ubiquitous factor which is not the CRE-binding protein. Southwestern experiments suggest that this ubiquitous factor's molecular mass is approximately 100 kDa. We conclude that binding of a 100-kDa ubiquitous factor to sequence A is required for full basal and hormonal regulation of hPRLpromoter activity.Prolactin (PRL) is a polypeptide hormone synthesized primarily by the lactotrophic cells of the anterior pituitary. This tissue-specific expression is conferred by the binding of pituitary factor Pit-I to 5' regulatory regions of the PRL gene [I -41. Besides this tissue-specific control, the PRL gene is tightly regulated by many peptide hormones and hypothalamic factors [5 -81. Most of the known intracellular second messenger pathways (protein-kinases A and C, tyrosine kinases, Ca2') control PRL-promoter activity [9 -111. Recent genetransfer experiments have shown that Pit-I -binding sites are able to confer some regulation by CAMP, phorbol-ester, epidermal-growth-hormone, thyrotropin-releasing hormone and Ca2+ [12-171. Furthermore, the Pit-1 factor was recently shown to be phosphorylated by protein-kinases A and C, and phosphorylation of Thr220 modifies its binding activity [ 181. These data gave rise to the hypothesis that Pit-1 not only confers pituitary-specific regulation but also participates in the hormonal regulation of PRL-gene expression.However, hormonal regulation of PRL-gene expression does not seem to be controlled solely via Pit-1 . We and others have shown that another cis-element in the PRL promoter is required for optimal CAMP regulation [12,19]. Indeed, 5' and 3' deletions of the sequence spanning nucleotides -115 to -85 (named sequence A) in the human (h) PRL promoter strongly reduce its ability to respond to CAMP. Sequence A is located between the first and second high-affinity Pit-lbinding sites (P1 and P2; Fig. 1A). Sequence A contains a