The development of seasonal-to-interannual climate predictions has spurred widespread claims that the dissemination of such forecasts will yield benefits for society. Based on the use as well as non-use of forecasts in the Peruvian fishery during the 1997–98 El Niño event, we identify: (1) potential constraints on the realization of benefits, such as limited access to and understanding of information, and unintended reactions; (2) the need for an appropriately detailed definition of societal benefit, considering whose welfare counts as a benefit among groups such as labor, industry, consumers, citizens of different regions, and future generations. We argue that consideration of who benefits, and an understanding of potential socioeconomic constraints and how they might be addressed, should be brought to bear on forecast dissemination choices. We conclude with examples of relevant dissemination choices made using this process.