Proliferative activity was measured in rat anterior pituitary cells in short-term culture by calculating the labelling index (LI), based on the immunohistochemical detection of cells incorporating the thymidine analogue bromodeoxyuridine. Basal LI was reproducible in the test system. Arginine vasopressin (AVP) induced a dose-related increase in LI up to 20 ng/ml. Corticotrophin-releasing factor-41 (CRF-41) had no effect at doses up to 20 ng/ml. However, in the presence of 10 ng CRF-41/ml, AVP induced a greater increase in LI at lower doses than did AVP alone. Fibroblast growth factor also induced a significant increase in LI. In the system used, epidermal growth factor and insulin had no effect on proliferation.