16 
BULLETIX 1002, U. S. DEPARTMENT OF AGRICULTURE. 
interest on investment. It is often possible to obtain for market 
spaces rentals high enough to create a considerable surplus over ex- 
penses, but municipalities should not yield to the temptation to 
utilize their markets as producers of surplus revenue. Obviously the 
charging of higher rentals adds to the expense of operation by those 
doing business in the markets and makes it more difficult for the 
markets to fulfill their primary function — that is, to reduce the ex- 
pense of food distribution and so to make possible the charging of 
relatively low prices for the products handled. 
In establishing a new market it is important that preliminary work 
be done by the agencies interested in making it a success in order 
that -the interest of both producers and consumers be awakened. "If 
Fig. 4. — Wholesale market completely covered by sheds. The wider roof sections cover 
spaces for trucks and wagons and teams ; the narrower sections cover platforms for 
unloading. 
such work is neglected there is strong likelihood that there will be a 
lack of proper balance between supply and demand. If producers 
bring their wares on the opening day and find an insufficient number 
of consumers to absorb the supply they are likely to become dis- 
couraged and to spread pessimistic reports of the new enterprise to 
other producers. Similarly, if a large number of consumers attend 
the opening of the market and find a meager supply of produce, con- 
ditions will again be unfavorable for the rapid development of the 
new enterprise. In carrying on campaigns to popularize proposed 
markets it has been found that personal work, such as visits to leading 
farmers and the making of talks to associations of producers in the 
country 7 , is of much greater value than circularization or other indi- 
rect methods. Among consumers it will be found valuable to interest 
