114 American Fisheries Society 



result. A very prominent dealer in a large city, in emphasizing 

 this point to the writer, said: "There's no use letting your 

 customers dictate to you what kind of fish you shall handle. 

 Give them the kind of fish they ask for if you have them. If 

 you haven't them in stock, it is your own fault if you can't per- 

 suade them to try something else. " This dealer has been notably 

 successful in carrying out his own doctrine, and has been the means 

 of introducing many kinds of fish into his territory which were 

 formerly little used there. 



Another means of increasing sales is to dress the fish before 

 delivery to the customer. This entails extra labor on the part of 

 the dealer and necessitates a somewhat higher charge, but most 

 people would rather pay the difference than assume the incon- 

 venience of dressing the fish at home. 



The above suggestions, while brief in character, are easily 

 applied, and if carefully followed out by any intelligent person, 

 should result in a fish market of a highly desirable type. The 

 principles outlined are equally applicable by large and small 

 dealers. A meat dealer or grocer desiring to handle only a few 

 fish may construct or purchase a small case of one compartment, 

 holding only 100 pounds of fish at a time. He may reasonably 

 expect that the adoption of a display case attractive in appearance 

 and capable of preserving the fish in a strictly fresh condition 

 will materially increase his sales. As business grows, additional 

 compartments can be added, the difference between the equipment 

 of a small dealer and that of a large dealer being only one of size. 

 There are many ready-made cases which give satisfactory service 

 obtainable on the market, but any competent carpenter or builder 

 can devise one from the suggestions outlined above.* 



* Addresses of firms selling fish display cases may be obtained from the 

 U. S. Bureau of Fisheries, Washington, D. C. 



