In recer1t years, producers of many agricultural products have become more involved in promoting their products. Morrison (1984) reports that the total costs of generic advertising of agricultural products tripled between 1972 and· 1982. During the same period, expenditures by agricultural prodcers for generic advertising of non-citrus fruits (including apples) increased from $2.2 to $15.2 million. Many other forms of advertising are used to promote sales of agricultural products. These include advertising of various brands of specific agricultural products by retailers via local newspapers; radio and television, and magazines (to a lesser extent). Local newspapers are an important vehicle for ail types of advertising. Between the mid-1970s and the mid-1980s, newspapers have accounted for approximately one-fourth of all advertising expenditures (U.S. Department of Commerce, 1987). Local newspapers account for a significant amount of food· advertisements. In 1985, local newspapers accounted 17 percent of all food marketing advertising (U.S. Department of Agriculture, February 1987). The purpose of this study was to examine the extent and type of advertising for fresh apples included in retail food ads in selected newspapers in North Carolina. Particular interest existed in identifying · specific apple characteristics retailers selected to emphasize in their newspaper promotions. Also of interest was determining whether the type of information used by retailers to promote apples changed over time or differed in two cities in North Carolina. The results of this study are intended to provide background information to producers, retailers and other parties interested in fresh apple promotion in North Carolina