The University of Rhode Island, through the cooperation of its College of Business Administration and Department of Languages, has undertaken efforts to market its business language program. The target group consists of the incoming freshman class, all of whom must have completed 2 years of high school language study and do some college work in a foreign language or culture to satisfy general education degree requirements. Active recruitment to the business language program first targeted the freshman class of 1988-89. All students accepted in the business school were mailed a letter stating the case for the internationally trained business student, offering an experimental business French section, and requesting information about student interest. Many more students than expected expressed interest, with about two-thirds actually registering for the course. Half of those students have continued into a sixth-semester French course for business students corresponding to a composition and conversation course. Surprisingly and in contrast to previous experience, many say they would have continued in language study even without the business language courses. Offerings have been expanded to include German and Italian. Anecdotal and empirical evidence indicate that this simple recruiting approach is effective. (MSE)