Newspaper advertising and retail pricing practices for turkeys were ascertained and gross retail margins established for three Utah markets, 1955 to 1966, and for 12 other selected U. S. markets, 1965 and 1966. Turkey was extensively used as an advertised special item, particularly in holiday seasons. Food retailing organizations advertised turkey at low prices and margins at Thanksgiving and Christmas when consumer demand for turkey is traditionally strong. Prior to these holidays, food retailing organizations in a market simultaneously advertised turkey at identical prices and with little product differentiation thus limiting the effectiveness of turkey as an advertised item to gain competitive advantage for a food retailer.