Elemental analysis of an earth formation is obtained using measurements from a gamma ray logging tool. From the elemental analysis, an estimate of the Calcium, Magnesium and Carbon content of the formation is determined. The amount of organic carbon in the formation is estimated from the total Carbon content and the inorganic carbon associated with minerals in the formation. An indication of source rock may be obtained from the Th/U ratio. It is emphasized that this abstract is provided to comply with the rules requiring an abstract which will allow a searcher or other reader to quickly ascertain the subject matter of the technical disclosure. It is submitted with the understanding that it will not be used to interpret or limit the scope or meaning of the claims. 37 CFR 1.72(b)