rubs work best for foods with limited prep times, (ie no time to marinate) this includes fish which will "cook" in traditional marinade mixtures (most contain a lot of citric or acetic acid thanks to the use of fruit juices or vinegar) Fish cooked this way can get rubbery if you arent great with timing, although some meatier fish like shark can take it. Rubs get the most flavor in the shortest amount of time. Brown Sugar, Salt, Pepper are by far the most common ingredients, but other ingredients such as terragon, dill, parsely, and paprika are great, for that matter so is chili powder. Because fish do so poorly with most marinades, sauces are also a great choice,... salmon with a mustard sauce is a great twist on a french favorite, especially if you add some new world spice into it, Maple syrup and bourbon(you can use bourbon flavoring which often comes without alcohol) make a great sauce, with a a hint of orange juice and some lemon peel. New Orleans style blackend seasoning also complements fish, as do steak seasonings (for meatier fish like swordfish and salmon) Try a little montreal steak seasoning on you fish for a nice change...
and for the traditionalist theres always lemon and butter,... and since nothing browns like butter thats always a great choice....
but remember dont get you pans to hot or mess with your fish too much or it will flake apart before you get it to the table...
Bon Apetite...