Continuing medical education programs are still a mandate of veterinary colleges in the United States. Such programs compete in a very dynamic market in which lack of regulation, influx of new entrants, and decreasing demand create unique challenges for academic institutions. Sustainability and growth for CVME programs provided by veterinary colleges will depend on their ability to leverage advantages such as proximity to intellectual resources, facilities, and market, while building new partnerships with industry. Ultimately, the success of these programs will be based not solely on income statements but on the contribution of those programs to the public service component of the mission as well. During difficult economic times it is more, not less, important that veterinary colleges raise their visibility among external stakeholders, and continuing medical education programs can be an effective and efficient means for doing that.