Table 3.  Pricing Performance Results for 21 Market Advisory Service Programs, 1,000 Acre Corn and
 Soybean Farm, 50/50 Rotation, 1997 Marketing Period
  (1) (2) (3) (4)
Advisory Revenue
Advisory Service Program Corn Soybeans Total Advisory Revenue Cost of Service
----------$/acre---------- ---$/1,000 acres--- --$/year--
Ag Line by Doane (cash-only) 326 294 310,040 300
Ag Profit by Hjort Associates 280 286 283,220 240
Ag Resource 290 301 295,328 550
Ag Review 360 288 323,818 450
Agri-Mark 298 311 304,410 300
Agri-Visor Aggressive Cash 340 294 317,273 324
Agri-Visor Aggressive Hedge 337 286 311,455 324
Agri-Visor Basic Cash 328 295 311,438 324
Agri-Visor Basic Hedge 326 286 305,855 324
Allendale (futures only) 357 310 333,578 240
Brock (cash-only) 328 293 310,508 240
Brock (hedge) 370 322 345,923 240
Freese-Notis 311 286 298,388 342
Pro Farmer (cash-only) 307 292 299,543 324
Pro Farmer (hedge) 319 301 310,028 324
Progressive Ag. 316 309 312,813 171
Stewart-Peterson Advisory Reports 293 289 290,915 180
Stewart-Peterson Strictly Cash 325 294 309,573 99
Top Farmer Intelligence 301 283 291,860 180
Utterback Marketing Services 384 325 354,318 360
Zwicker Cycle Letter 336 306 321,218 239
Descriptive Statistics:
  Average 325 298 311,500 289
  Median 326 294 310,040 300
  Minimum 280 283 283,220 99
  Maximum 384 325 354,318 550
  Range 104 42 71,098 451
  Standard Deviation 27 12 17,412 99
Market Benchmark Revenue 326 293 309,575
 
       
Notes:  Advisory revenue per acre for corn (soybeans) is calculated as net advisory price times 140 (46.5) bushels.
Market benchmark revenue per acre for corn (soybeans) is calculated as market benchmark price times 140(46.5) bushels.
Total advisory revenue is calculated as (1) x 500 + (2) x 500. Advisory revenue per acre
and average revenue received are stated on a harvest equivalent basis. The annual cost of a service is not
subtracted from advisory revenue per acre or total advisory revenue.