Table 3.  Advisory Revenues, Corn and Soybeans, 1995-1997
        1995-1997
1995 1996 1997 Average
Advisory Advisory Advisory Advisory
Advisory Service Program Revenue Revenue Revenue Revenue
---------$/acre---------
Ag Alert for Ontario N/A 359 N/A N/A
Ag Line by Doane (cash-only) 326 374 310 337
Ag Profit by Hjort Associates 326 355 283 321
Ag Resource 377 407 295 360
Ag Review 292 382 324 333
Agri-Edge (cash-only) 323 369 N/A N/A
Agri-Edge (hedge) 327 403 N/A N/A
Agri-Mark 382 375 304 354
Agri-Visor Aggressive Cash 330 385 317 344
Agri-Visor Aggressive Hedge 331 369 311 337
Agri-Visor Basic Cash 297 366 311 325
Agri-Visor Basic Hedge 315 374 306 331
Allendale (futures only) 277 327 334 312
Brock (cash-only) 295 373 311 326
Brock (hedge) 256 344 346 315
Freese-Notis 310 385 298 331
Grain Field Report 333 N/A N/A N/A
Harris Weather/Elliott Advisory 332 331 N/A N/A
North American Ag. 327 N/A N/A N/A
Pro Farmer (cash-only) 329 371 300 333
Pro Farmer (hedge) 324 377 310 337
Progressive Ag. N/A 374 313 N/A
Prosperous Farmer 310 N/A N/A N/A
Stewart-Peterson Advisory Reports 301 358 291 316
Stewart-Peterson Strictly Cash 306 370 310 328
Top Farmer Intelligence 319 345 292 319
Utterback Marketing Services N/A N/A 354 N/A
Zwicker Cycle Letter 332 373 321 342
Descriptive Statistics:
  Average 319 369 311 332
  Median 324 372 310 331
  Minimum 256 327 283 312
  Maximum 382 407 354 360
  Range 127 80 71 47
  Standard Deviation 27 19 17 13
Market Benchmark Revenues
 24-Month Average 304 367 310 327
 20-Month Average 317 370 304 330
 12-Month Average 358 350 289 332
         
     
Notes:  N/A denotes "not applicable" -- program did not exist or was not evaluated for that marketing year. Advisory and market benchmark revenue are stated on a harvest equivalent basis.  Average revenue over 1995-1997 is computed only for those services evaluated for each of the three years.