The hypothalamic neuropeptide oxytocin (OT) stimulates the release of several pituitary hormones, including ACTH, LH, and PRL. Although specific OT receptors have been identified in anterior pituitary membranes, the structure and cellular localization of these binding sites have not been elucidated. We previously cloned a rat OT receptor (OTR) gene and showed that its expression in rat uterus results in several transcripts ranging in size from 2.9-6.7 kilobases. In this study we show, by using Northern blot analysis, reverse transcriptase-polymerase chain reaction, and ultrastructural in situ hybridization that the same OTR gene is also expressed in the pituitary, where it gives rise to a 6.7- and a 4.8-kilobase messenger RNA. Ultrastructural in situ hybridization combined with immunogold labeling indicated that pituitary OTR gene expression is highly cell-specific and restricted to lactotrophs. In accordance with this finding, only the lactotroph-derived cell line MMQ expressed the OTR gene among several pituitary cell lines tested. Northern blot analysis, reverse transcriptase-polymerase chain reaction, and in situ hybridization analysis indicated a dramatic increase in pituitary OTR gene expression at the end of gestation and after estrogen treatment. Our results suggest that the OT effect on lactotrophs is direct, whereas OT actions on gonadotrophs and corticotrophs are either indirect or mediated via different receptors. Moreover, our findings imply that OT exerts its full potential as a physiological PRL-releasing factor only towards the end of gestation, and that therefore the role of OT as a hypothalamic PRL-releasing factor may so far have been underestimated.