A heterologous radioimmunoassay system developed for the rabbit and suitable for a wide range of mammalian species has been shown to measure prolactin in the plasma of the blue fox. Evaluation of prolactin levels throughout the year showed the concentrations displayed a circannual rhythm with the highest values occurring in May and June. Prolactin concentrations remained low (approximately 2.5 ng/ml plasma) from July until April with no consistent changes found around oestrus (March-April). In 8 pregnant females, the prolactin increase in late April and May coincided with the last part of gestation and lactation: concentrations (mean +/- s.e.m.) increased to 6.3 +/- 0.6 ng/ml at mid-gestation, 9.7 +/- 2.1 ng/ml at the end of gestation and 26.7 +/- 5.0 ng/ml during lactation. In 10 non-pregnant animals, the mean +/- s.e.m. values were 7.2 +/- 1.2 ng/ml in April, 8.8 +/- 2.2 ng/ml in May and 9.8 +/- 1.3 ng/ml in June. The prolactin profile in 4 ovariectomized females was similar to that observed in non-pregnant animals, but the plasma values tended to be lower during the reproductive season (April-June). In intact females, the only large LH peak (average 28 ng/ml) was observed around oestrus. During pro-oestrus, baseline LH levels were interrupted by elevations of 3.1-10.4 ng/ml. During the rest of the year, basal levels were less than 3 ng/ml. In ovariectomized females, LH concentrations increased within 2 days of ovariectomy and remained high (35-55 ng/ml) at all times of year.