Table 6.  Pricing Performance Results for Market Advisory Service Programs,
Three-Year Average Revenue for 1,000 Acre Farm
  1995 1996 1997  
Net Net Net
Advisory Advisory Advisory Three-year
Advisory Service Program Revenue Revenue Revenue average
---------$/1,000 acres---------
Ag Alert for Ontario N/A 358,796 N/A N/A
Ag Line by Doane (cash-only) 325,952 373,534 310,040 336,508
Ag Profit by Hjort Associates 325,654 355,429 283,220 321,434
Ag Resource 377,251 407,146 295,328 359,908
Ag Review 292,114 381,691 323,818 332,541
Agri-Edge (cash-only) 323,463 368,857 N/A N/A
Agri-Edge (hedge) 326,687 403,363 N/A N/A
Agri-Mark 382,449 374,843 304,410 353,900
Agri-Visor Aggressive Cash 330,432 385,269 317,273 344,324
Agri-Visor Aggressive Hedge 330,859 368,546 311,455 336,953
Agri-Visor Basic Cash 296,695 365,758 311,438 324,630
Agri-Visor Basic Hedge 314,650 373,918 305,855 331,474
Allendale (futures only) 276,717 327,111 333,578 312,468
Brock (cash-only) 294,956 373,041 310,508 326,168
Brock (hedge) 255,868 344,380 345,923 315,390
Freese-Notis 309,852 384,920 298,388 331,053
Grain Field Report 333,442 N/A N/A N/A
Harris Weather/Elliott Advisory 331,727 330,944 N/A N/A
North American Ag. 326,746 N/A N/A N/A
Pro Farmer (cash-only) 328,594 370,994 299,543 333,043
Pro Farmer (hedge) 324,195 377,300 310,028 337,174
Progressive Ag. N/A 373,589 312,813 N/A
Prosperous Farmer 310,139 N/A N/A N/A
Stewart-Peterson Advisory Reports 300,521 357,953 290,915 316,463
Stewart-Peterson Strictly Cash 305,697 369,976 309,573 328,415
Top Farmer Intelligence 319,018 344,788 291,860 318,555
Utterback Marketing Services N/A N/A 354,318 N/A
Zwicker Cycle Letter 332,238 373,134 321,218 342,196
Descriptive Statistics:
  Average 319,036 368,553 311,500 331,716
  Median 324,195 372,017 310,040 331,474
  Minimum 255,868 327,111 283,220 312,468
  Maximum 382,449 407,146 354,318 359,908
  Range 126,581 80,036 71,098 47,440
  Standard Deviation 26,503 19,035 17,412 12,648
Market Benchmark Revenue 304,010 367,128 309,575 326,904
         
         
Notes:  N/A denotes "not applicable" -- program did not exist or was not evaluated for that marketing year.
Net advisory revenue and market benchmark revenue are stated on a harvest equivalent basis.
0.89 0.05
0.33 0.03
-0.04 0.02
-0.04 0.00
0.08 0.02
0.25 0.02
-0.02 0.01
-0.04 0.00
-0.09 0.00
-0.07 0.01
-0.05 0.03
-0.10 0.01
-0.31 0.02
-0.20 0.02
-0.35 0.01
-0.28 0.02
-0.14 0.04
-0.43 0.03
-0.03 0.02
-0.06 0.02
0.298544 0.013025547