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The study of the Roman economy, which is, the economies of the ancient city-state of Rome and its empire during the Republican and Imperial periods remains highly speculative. There are no surviving records of business and government accounts, such as detailed reports of tax revenues, and few literary sources regarding economic activity. Instead, the study of this ancient economy is today mainly based on the surviving archeological and literary evidence that allow researchers to form conjectures based on comparisons with other more recent pre-industrial economies. During the early centuries of the
Roman Republic The Roman Republic ( la, Res publica Romana ) was a form of government of Rome and the era of the classical Roman civilization when it was run through public representation of the Roman people. Beginning with the overthrow of the Roman Ki ...
, it is conjectured that the economy was largely agrarian and centered on the trading of commodities such as grain and wine.Garnsey, Peter, et al. The Roman Empire: Economy, Society and Culture. 2nd ed., University of California Press, 2015, www.jstor.org/stable/10.1525/j.ctt9qh25h. Financial markets were established through such trade, and financial institutions, which extended credit for personal use and public infrastructure, were established primarily by interfamily wealth.Temin, Peter. “Financial Intermediation in the Early Roman Empire.” The Journal of Economic History, vol. 64, no. 3, 2004, pp. 705–733., www.jstor.org/stable/3874817. In times of agricultural and cash shortfall, Roman officials and moneyers tended to respond by coining money, which happened during the prolonged crisis of the
First Punic War The First Punic War (264–241 BC) was the first of Punic Wars, three wars fought between Roman Republic, Rome and Ancient Carthage, Carthage, the two main powers of the western Mediterranean in the early 3rd century BC. For 23 years ...
and created economic distortion and difficulties. Following the Punic Wars, during the late Republic and the early
Roman Empire The Roman Empire ( la, Imperium Romanum ; grc-gre, Βασιλεία τῶν Ῥωμαίων, Basileía tôn Rhōmaíōn) was the post-Roman Republic, Republican period of ancient Rome. As a polity, it included large territorial holdings aro ...
, the economy became more monetized and a more sophisticated financial system emerged.
Emperors An emperor (from la, imperator, via fro, empereor) is a monarch, and usually the sovereign ruler of an empire or another type of imperial realm. Empress, the female equivalent, may indicate an emperor's wife ( empress consort), mother (empr ...
issued coinage stamped with their portraits to disseminate propaganda, to create public goodwill, and to symbolize their wealth and power. The Roman Imperial monetary economy often suffered bouts of inflation in part by emperors who issued money to fund high-profile imperial projects such as public building works or costly wars that offered opportunities for propaganda but little or no material gain. Andreau, ''Banking and Business in the Roman World'', p. 2; Harris, "The Nature of Roman Money," n.p. Emperors of the Antonine and the
Severan The Severan dynasty was a Roman imperial dynasty that ruled the Roman Empire between 193 and 235, during the Roman imperial period. The dynasty was founded by the emperor Septimius Severus (), who rose to power after the Year of the Five Empero ...
dynasties overall debased the currency, particularly the ''
denarius The denarius (, dēnāriī ) was the standard Roman silver coin from its introduction in the Second Punic War to the reign of Gordian III (AD 238–244), when it was gradually replaced by the antoninianus. It continued to be minted in very ...
'', under the pressures of meeting military payrolls. Sudden inflation during the reign of
Commodus Commodus (; 31 August 161 – 31 December 192) was a Roman emperor who ruled from 177 to 192. He served jointly with his father Marcus Aurelius from 176 until the latter's death in 180, and thereafter he reigned alone until his assassination. ...
damaged the credit market.Harris, "The Nature of Roman Money," in ''The Monetary Systems of the Greeks and Romans'', n.p. In the mid-200s, the supply of
specie Specie may refer to: * Coins or other metal money in mass circulation * Bullion coins * Hard money (policy) * Commodity money Commodity money is money whose value comes from a commodity of which it is made. Commodity money consists of objects ...
contracted sharply. Conditions during the
Crisis of the Third Century The Crisis of the Third Century, also known as the Military Anarchy or the Imperial Crisis (AD 235–284), was a period in which the Roman Empire nearly collapsed. The crisis ended due to the military victories of Aurelian and with the ascensio ...
, such as reductions in long-distance trade, the disruption of mining operations, and the physical transfer of gold coinage outside the empire by invading enemies, greatly diminished the money supply and the banking sector by the year 300. Although Roman coinage had long been fiat money or
fiduciary currency Fiat money (from la, fiat, "let it be done") is a type of currency that is not backed by any commodity such as gold or silver. It is typically designated by the issuing government to be legal tender. Throughout history, fiat money was sometim ...
, general economic anxieties came to a head under
Aurelian Aurelian ( la, Lucius Domitius Aurelianus; 9 September 214 October 275) was a Roman emperor, who reigned during the Crisis of the Third Century, from 270 to 275. As emperor, he won an unprecedented series of military victories which reunited ...
, and bankers lost confidence in coins legitimately issued by the central government. Despite
Diocletian Diocletian (; la, Gaius Aurelius Valerius Diocletianus, grc, Διοκλητιανός, Diokletianós; c. 242/245 – 311/312), nicknamed ''Iovius'', was Roman emperor from 284 until his abdication in 305. He was born Gaius Valerius Diocles ...
's introduction of the gold ''
solidus Solidus (Latin for "solid") may refer to: * Solidus (coin), a Roman coin of nearly solid gold * Solidus (punctuation), or slash, a punctuation mark * Solidus (chemistry), the line on a phase diagram below which a substance is completely solid * ...
'' and monetary reforms, the credit market of the Empire never recovered its former robustness.


Banking system

The setup of the banking system under the Empire allowed the exchange of extremely large sums without the physical transfer of coins, which led to
fiat money Fiat money (from la, fiat, "let it be done") is a type of currency that is not backed by any commodity such as gold or silver. It is typically designated by the issuing government to be legal tender. Throughout history, fiat money was sometim ...
. With no central bank, a professional deposit banker (''argentarius,'' ''coactor argentarius'', or later ''nummularius'') received and held deposits for a fixed or indefinite term and lent money to third parties.
Jean Andreau Jean Andreau is a French historian, former student of the École normale supérieure (1960) and former member of the École française de Rome. As of 2016, he is research director at the EHESS. He was a student of both Pierre Grimal, Julien Guey a ...
, ''Banking and Business in the Roman World'' (Cambridge University Press, 1999), p. 2.
Generally, available capital exceeded the amount needed by borrowers and so loans were made and credit was extended on risky terms. The senatorial elite were involved heavily in private lending, as both creditors and borrowers, and made loans from their personal fortunes on the basis of social connections. Banks of classical antiquity typically kept less in reserves than the full total of customers' deposits, as they had no incentive to ensure that customers' deposits would be insured in the event of a
bank run A bank run or run on the bank occurs when many clients withdraw their money from a bank, because they believe the bank may cease to function in the near future. In other words, it is when, in a fractional-reserve banking system (where banks no ...
. It was common consensus among Romans at the time, especially by Seneca's ideologies, that anyone involved in commerce should have access to
credit Credit (from Latin verb ''credit'', meaning "one believes") is the trust which allows one party to provide money or resources to another party wherein the second party does not reimburse the first party immediately (thereby generating a debt) ...
. W.V. Harris, "The Nature of Roman Money," in ''The Monetary Systems of the Greeks and Romans'', n.p. That tendency toward fiat money caused the
money supply In macroeconomics, the money supply (or money stock) refers to the total volume of currency held by the public at a particular point in time. There are several ways to define "money", but standard measures usually include currency in circu ...
to fluctuate consistently.


Mining and metallurgy

The main mining regions of the Empire were Spain (gold, silver, copper, tin, lead); Gaul (gold, silver, iron); Britain (mainly iron, lead, tin), the
Danubian provinces The Danubian provinces of the Roman Empire were the provinces of the Lower Danube, within a geographical area encompassing the middle and lower Danube basins, the Eastern Alps, the Dinarides, and the Balkans. They include Noricum, Dacia ( Trajan ...
(gold, iron); Macedonia and
Thrace Thrace (; el, Θράκη, Thráki; bg, Тракия, Trakiya; tr, Trakya) or Thrake is a geographical and historical region in Southeast Europe, now split among Bulgaria, Greece, and Turkey, which is bounded by the Balkan Mountains to ...
(gold, silver); and Asia Minor (gold, silver, iron, tin). Intensive large-scale mining—of alluvial deposits, and by means of open-cast mining and
underground mining Mining is the extraction of valuable minerals or other geological materials from the Earth, usually from an ore body, lode, vein, seam, reef, or placer deposit. The exploitation of these deposits for raw material is based on the economic v ...
—took place from the reign of Augustus up to the early 3rd century AD, when the instability of the Empire disrupted production. The gold mines of
Dacia Dacia (, ; ) was the land inhabited by the Dacians, its core in Transylvania, stretching to the Danube in the south, the Black Sea in the east, and the Tisza in the west. The Carpathian Mountains were located in the middle of Dacia. It ...
, for instance, were no longer available for Roman exploitation after the province was surrendered in 271. Mining seems to have resumed to some extent during the 4th century.
Hydraulic mining Hydraulic mining is a form of mining that uses high-pressure jets of water to dislodge rock material or move sediment.Paul W. Thrush, ''A Dictionary of Mining, Mineral, and Related Terms'', US Bureau of Mines, 1968, p.560. In the placer mining of ...
, which Pliny referred to as ''
ruina montium ''Ruina montium'' (Latin, "wrecking of mountains") was allegedly an ancient Roman mining technique that draws on the principle of Pascal's barrel. Miners would excavate narrow cavities down into a mountain, whereby filling the cavities with water ...
'' ("ruin of the mountains"), allowed base and
precious metal Precious metals are rare, naturally occurring metallic chemical elements of high economic value. Chemically, the precious metals tend to be less reactive than most elements (see noble metal). They are usually ductile and have a high lu ...
s to be extracted on a proto-industrial scale. The total annual iron output is estimated at 82,500 
tonnes The tonne ( or ; symbol: t) is a unit of mass equal to 1000 kilograms. It is a non-SI unit accepted for use with SI. It is also referred to as a metric ton to distinguish it from the non-metric units of the short ton (United States c ...
,. Copper was produced at an annual rate of 15,000 t, and lead at 80,000 t, both production levels unmatched until the
Industrial Revolution The Industrial Revolution was the transition to new manufacturing processes in Great Britain, continental Europe, and the United States, that occurred during the period from around 1760 to about 1820–1840. This transition included going f ...
; Spain alone had a 40 percent share in world lead production. The high lead output was a by-product of extensive silver mining which reached 200 t per annum. At its peak around the mid-2nd century AD, the Roman silver stock is estimated at 10,000 t, five to ten times larger than the combined silver mass of
medieval Europe In the history of Europe, the Middle Ages or medieval period lasted approximately from the late 5th to the late 15th centuries, similar to the post-classical period of global history. It began with the fall of the Western Roman Empire a ...
and the
Abbasid Caliphate The Abbasid Caliphate ( or ; ar, الْخِلَافَةُ الْعَبَّاسِيَّة, ') was the third caliphate to succeed the Islamic prophet Muhammad. It was founded by a dynasty descended from Muhammad's uncle, Abbas ibn Abdul-Muttal ...
around 800 AD. As an indication of the scale of Roman metal production, lead pollution in the
Greenland ice sheet The Greenland ice sheet ( da, Grønlands indlandsis, kl, Sermersuaq) is a vast body of ice covering , roughly near 80% of the surface of Greenland. It is sometimes referred to as an ice cap, or under the term ''inland ice'', or its Danish equi ...
quadrupled over its prehistoric levels during the Imperial era, and dropped again thereafter. The invention and widespread application of
hydraulic mining Hydraulic mining is a form of mining that uses high-pressure jets of water to dislodge rock material or move sediment.Paul W. Thrush, ''A Dictionary of Mining, Mineral, and Related Terms'', US Bureau of Mines, 1968, p.560. In the placer mining of ...
, namely
hushing Hushing is an ancient and historic mining method using a flood or torrent of water to reveal mineral veins. The method was applied in several ways, both in prospecting for ores, and for their exploitation. Mineral veins are often hidden below ...
and ground-sluicing, aided by the ability of the Romans to plan and execute mining operations on a large scale, allowed various base and precious metals to be extracted on a proto-industrial scale only rarely, if ever, matched until the
Industrial Revolution The Industrial Revolution was the transition to new manufacturing processes in Great Britain, continental Europe, and the United States, that occurred during the period from around 1760 to about 1820–1840. This transition included going f ...
. The most common fuel by far for smelting and forging operations, as well as heating purposes, was wood and particularly
charcoal Charcoal is a lightweight black carbon residue produced by strongly heating wood (or other animal and plant materials) in minimal oxygen to remove all water and volatile constituents. In the traditional version of this pyrolysis process, ...
, which is nearly twice as efficient. In addition,
coal Coal is a combustible black or brownish-black sedimentary rock, formed as rock strata called coal seams. Coal is mostly carbon with variable amounts of other elements, chiefly hydrogen, sulfur, oxygen, and nitrogen. Coal is formed when ...
was mined in some regions to a fairly large extent: Almost all major coalfields in
Roman Britain Roman Britain was the period in classical antiquity when large parts of the island of Great Britain were under occupation by the Roman Empire. The occupation lasted from AD 43 to AD 410. During that time, the territory conquered wa ...
were exploited by the late 2nd century AD, and a lively trade along the English
North Sea The North Sea lies between Great Britain, Norway, Denmark, Germany, the Netherlands and Belgium. An epeiric sea on the European continental shelf, it connects to the Atlantic Ocean through the English Channel in the south and the Norwegian ...
coast developed, which extended to the continental
Rhineland The Rhineland (german: Rheinland; french: Rhénanie; nl, Rijnland; ksh, Rhingland; Latinised name: ''Rhenania'') is a loosely defined area of Western Germany along the Rhine, chiefly its middle section. Term Historically, the Rhinelands ...
, where
bituminous coal Bituminous coal, or black coal, is a type of coal containing a tar-like substance called bitumen or asphalt. Its coloration can be black or sometimes dark brown; often there are well-defined bands of bright and dull material within the seams. It ...
was already used for the smelting of
iron ore Iron ores are rocks and minerals from which metallic iron can be economically extracted. The ores are usually rich in iron oxides and vary in color from dark grey, bright yellow, or deep purple to rusty red. The iron is usually found in the ...
.


Transportation and communication

The Roman Empire completely encircled the Mediterranean, which they called "our sea" ''(mare nostrum)''. Roman sailing vessels navigated the Mediterranean as well as the major rivers of the Empire, including the
Guadalquivir The Guadalquivir (, also , , ) is the fifth-longest river in the Iberian Peninsula and the second-longest river with its entire length in Spain. The Guadalquivir is the only major navigable river in Spain. Currently it is navigable from the Gul ...
,
Ebro , name_etymology = , image = Zaragoza shel.JPG , image_size = , image_caption = The Ebro River in Zaragoza , map = SpainEbroBasin.png , map_size = , map_caption = The Ebro ...
,
Rhône The Rhône ( , ; wae, Rotten ; frp, Rôno ; oc, Ròse ) is a major river in France and Switzerland, rising in the Alps and flowing west and south through Lake Geneva and southeastern France before discharging into the Mediterranean Sea. At Ar ...
, Rhine,
Tiber The Tiber ( ; it, Tevere ; la, Tiberis) is the third-longest river in Italy and the longest in Central Italy, rising in the Apennine Mountains in Emilia-Romagna and flowing through Tuscany, Umbria, and Lazio, where it is joined by th ...
and Nile.W.V. Harris, "Trade," in ''The Cambridge Ancient History: The High Empire A.D. 70–192'' (Cambridge University Press, 2000), vol. 11, p. 713. Transport by water was preferred where possible, as moving commodities by land was more difficult. and much more expensive: during Roman times, travel by sea was 50 to 60 times cheaper than travel by land according to Keith Hopkins. During the Roman period, sea trade in the Mediterranean reached its pre-modern peak. Vehicles, wheels, and ships indicate the existence of a great number of skilled woodworkers. Land transport utilized the advanced system of
Roman roads Roman roads ( la, viae Romanae ; singular: ; meaning "Roman way") were physical infrastructure vital to the maintenance and development of the Roman state, and were built from about 300 BC through the expansion and consolidation of the Roman Re ...
. The in-kind taxes paid by communities included the provision of personnel, animals, or vehicles for the ''
cursus publicus The ''cursus publicus'' (Latin: "the public way"; grc, δημόσιος δρόμος, ''dēmósios drómos'') was the state mandated and supervised courier and transportation service of the Roman Empire, later inherited by the Eastern Roma ...
'', the state mail and transport service established by Augustus. Relay stations were located along the roads every seven to twelve
Roman mile The mile, sometimes the international mile or statute mile to distinguish it from other miles, is a British imperial unit and United States customary unit of distance; both are based on the older English unit of length equal to 5,280 Engli ...
s, and tended to grow into a village or trading post.Stambaugh, ''The Ancient Roman City,'' p. 253. A ''
mansio In the Roman Empire, a ''mansio'' (from the Latin word ''mansus,'' the perfect passive participle of ''manere'' "to remain" or "to stay") was an official stopping place on a Roman road, or ''via'', maintained by the central government for the use ...
'' (plural ''mansiones'') was a privately run service station franchised by the imperial bureaucracy for the ''cursus publicus''. The support staff at such a facility included muleteers, secretaries, blacksmiths, cartwrights, a veterinarian, and a few military police and couriers. The distance between ''mansiones'' was determined by how far a wagon could travel in a day. Mules were the animal most often used for pulling carts, travelling about 6.4 km/h. As an example of the pace of communication, it took a messenger a minimum of nine days to travel to Rome from
Mainz Mainz () is the capital and largest city of Rhineland-Palatinate, Germany. Mainz is on the left bank of the Rhine, opposite to the place that the Main joins the Rhine. Downstream of the confluence, the Rhine flows to the north-west, with Ma ...
in the province of
Germania Superior Germania Superior ("Upper Germania") was an imperial province of the Roman Empire. It comprised an area of today's western Switzerland, the French Jura and Alsace regions, and southwestern Germany. Important cities were Besançon ('' Vesontio ...
, even on a matter of urgency. In addition to the ''mansiones'', some taverns offered accommodations as well as food and drink; one recorded tab for a stay showed charges for wine, bread, mule feed, and the services of a prostitute.


Trade and commodities

Roman provinces traded among themselves, but trade extended outside the frontiers to regions as far away as China and
India India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area, the List of countries and dependencies by population, second-most populous ...
. The main
commodity In economics, a commodity is an economic good, usually a resource, that has full or substantial fungibility: that is, the market treats instances of the good as equivalent or nearly so with no regard to who produced them. The price of a co ...
was grain. Chinese trade was mostly conducted overland through middle men along the
Silk Road The Silk Road () was a network of Eurasian trade routes active from the second century BCE until the mid-15th century. Spanning over 6,400 kilometers (4,000 miles), it played a central role in facilitating economic, cultural, political, and rel ...
; Indian trade, however, also occurred by sea from Egyptian ports on the
Red Sea The Red Sea ( ar, البحر الأحمر - بحر القلزم, translit=Modern: al-Baḥr al-ʾAḥmar, Medieval: Baḥr al-Qulzum; or ; Coptic: ⲫⲓⲟⲙ ⲛ̀ϩⲁϩ ''Phiom Enhah'' or ⲫⲓⲟⲙ ⲛ̀ϣⲁⲣⲓ ''Phiom ǹšari''; ...
. Also traded were olive oil, various foodstuffs, ''
garum Garum is a fermented fish sauce that was used as a condiment in the cuisines of Phoenicia, ancient Greece, Rome, Carthage and later Byzantium. Liquamen is a similar preparation, and at times they were synonymous. Although garum enjoyed its gre ...
'' (
fish sauce Fish sauce is a liquid condiment made from fish or krill that have been coated in salt and fermented for up to two years. It is used as a staple seasoning in East Asian cuisine and Southeast Asian cuisine, particularly Myanmar, Cambodia, Lao ...
),
slaves Slavery and enslavement are both the state and the condition of being a slave—someone forbidden to quit one's service for an enslaver, and who is treated by the enslaver as property. Slavery typically involves slaves being made to perf ...
, ore and manufactured metal objects, fibres and textiles, timber,
pottery Pottery is the process and the products of forming vessels and other objects with clay and other ceramic materials, which are fired at high temperatures to give them a hard and durable form. Major types include earthenware, stoneware and ...
,
glassware upTypical drinkware The list of glassware includes drinking vessels (drinkware) and tableware used to set a table for eating a meal, general glass items such as vases, and glasses used in the catering industry. It does not include laboratory glas ...
, marble,
papyrus Papyrus ( ) is a material similar to thick paper that was used in ancient times as a writing surface. It was made from the pith of the papyrus plant, '' Cyperus papyrus'', a wetland sedge. ''Papyrus'' (plural: ''papyri'') can also refer to ...
, spices and '' materia medica'', ivory, pearls, and gemstones. Though most provinces were capable of producing wine, regional varietals were desirable and wine was a central item of trade. Shortages of ''
vin ordinaire Table wine (rarely abbreviated TW) is a wine term with two different meanings: a style of wine and a quality level within wine classification. In the United States, the term primarily designates a wine style: an ordinary wine which is not fortif ...
'' were rare. The major suppliers for the city of Rome were the west coast of Italy, southern Gaul, the Tarraconensis region of Spain, and
Crete Crete ( el, Κρήτη, translit=, Modern: , Ancient: ) is the largest and most populous of the Greek islands, the 88th largest island in the world and the fifth largest island in the Mediterranean Sea, after Sicily, Sardinia, Cyprus, ...
. Alexandria, the second-largest city, imported wine from
Laodicea in Syria Laodicea ( grc, Λαοδίκεια) was a port city and an important colonia of the Roman Empire in ancient Syria, located near the modern city of Latakia. It was also called Laodicea in Syria or Laodicea ad mare. For a short period of time un ...
and the Aegean. At the retail level, taverns or specialty wine shops ''(vinaria)'' sold wine by the jug for carryout and by the drink on-premises, with price ranges reflecting quality. Trade in the early Roman Empire allowed Rome to become as vast and great as it did. Emperor
Augustus Caesar Augustus (born Gaius Octavius; 23 September 63 BC – 19 August AD 14), also known as Octavian, was the first Roman emperor; he reigned from 27 BC until his death in AD 14. He is known for being the founder of the Roman Pr ...
, despite his intense public and private spending, took control of trade from the government and expanded Roman influence by opening new trading markets in overseas areas such as
Britain Britain most often refers to: * The United Kingdom, a sovereign state in Europe comprising the island of Great Britain, the north-eastern part of the island of Ireland and many smaller islands * Great Britain, the largest island in the United King ...
,
Germany Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwee ...
, and
Africa Africa is the world's second-largest and second-most populous continent, after Asia in both cases. At about 30.3 million km2 (11.7 million square miles) including adjacent islands, it covers 6% of Earth's total surface area ...
. Rome dominated trade and influence over the world in the age of the
Roman Empire The Roman Empire ( la, Imperium Romanum ; grc-gre, Βασιλεία τῶν Ῥωμαίων, Basileía tôn Rhōmaíōn) was the post-Roman Republic, Republican period of ancient Rome. As a polity, it included large territorial holdings aro ...
but could not advance in their industrial and manufacturing processes. This ultimately threatened the expanding trading and commerce industries that Augustus brought about, as well as the strong standing of the Empire in the eyes of the Romans and the world. Whereas the Roman economy was able to thrive in the first few centuries AD thanks to its advanced trade and commerce, the boom was tempered as their ways of conducting business changed drastically. Due to Augustus and the aristocracy holding the large majority of land and wealth in Rome, trade and commerce in the basic everyday commodities began to decline. Trade began to only take place for the more luxurious commodities, effectively excluding the majority of Romans due to their poverty. Foreign trade was also incredibly significant to the rise and complexity of the Roman economy, and the Romans traded commodities such as wine, oil, grain, salt, arms, and iron to countries primarily in the West. When those countries came under decline in around 2nd century AD, and respective trade between them and the Roman Empire had to cease as a result, this put a dent in the strength of the Roman economy as foreign trade was a major factor of economic growth for the superfluously resourced Empire. Compounded with their inability to make proper production advancements to keep up with their growing and evolving economy, these events hindered Roman trade, limited their array of commodities and harmed the economy.


Labour and occupations

Inscriptions record 268 different occupations in the city of Rome, and 85 in Pompeii. Professional associations or trade guilds ''(collegia)'' are attested for a wide range of occupations, including fishermen ''(piscatores)'', salt merchants ''(salinatores)'', olive oil dealers ''(olivarii)'',
entertainers Entertainment is a form of activity that holds the attention and interest of an audience or gives pleasure and delight. It can be an idea or a task, but is more likely to be one of the activities or events that have developed over thousand ...
''(scaenici)'', cattle dealers ''(pecuarii)'', goldsmiths ''(aurifices)'', teamsters ''(asinarii'' or ''muliones)'', and stonecutters ''(lapidarii)''. These are sometimes quite specialized: one ''collegium'' at Rome was strictly limited to craftsmen who worked in ivory and
citrus wood classic drawing of the tree Thyine wood is a 15th-century English name for a wood from the tree known botanically as '' Tetraclinis articulata'' (syn. ''Callitris quadrivalvis'', ''Thuja articulata''). The name is derived from the Greek word ''thu ...
. Work performed by slaves falls into five general categories: domestic, with epitaphs recording at least 55 different household jobs; imperial or public service; urban crafts and services; agriculture; and mining. Convicts provided much of the labour in the mines or quarries, where conditions were notoriously brutal. In practice, there was little division of labour between slave and free,Garnsey and Saller, ''The Roman Empire: Economy, Society and Culture'', p. 111. and most workers were illiterate and without special skills. The greatest number of common labourers were employed in agriculture: in the Italian system of industrial farming ''(
latifundia A ''latifundium'' (Latin: ''latus'', "spacious" and ''fundus'', "farm, estate") is a very extensive parcel of privately owned land. The latifundia of Roman history were great landed estates specializing in agriculture destined for export: grain, o ...
)'', these may have been mostly slaves, but throughout the Empire, slave farm labour was probably less important than other forms of dependent labour by people who were technically not enslaved. Textile and clothing production was a major source of employment. Both textiles and finished garments were traded among the peoples of the Empire, whose products were often named for them or a particular town, rather like a fashion "label". Better ready-to-wear was exported by businessmen (''negotiatores'' or ''mercatores'') who were often well-to-do residents of the production centres.Jones, "The Cloth Industry under the Roman Empire,"p. 192. Finished garments might be retailed by their sales agents, who travelled to potential customers, or by ''vestiarii,'' clothing dealers who were mostly freedmen; or they might be peddled by itinerant merchants. In Egypt, textile producers could run prosperous small businesses employing apprentices, free workers earning wages, and slaves. The fullers ('' fullones'') and dye workers (''coloratores'') had their own guilds. ''Centonarii'' were guild workers who specialized in textile production and the recycling of old clothes into pieced goods.


Estimates of national accounts and income distribution

As there are no surviving records that allow
economic historians Economic history is the academic learning of economies or economic events of the past. Research is conducted using a combination of historical methods, statistical methods and the application of economic theory to historical situations and in ...
to produce reliable estimates for the national accounts of ancient Rome, thus the estimation of ancient Roman product levels remains speculative. Estimates of the gross domestic product of the Roman economy during the
Principate The Principate is the name sometimes given to the first period of the Roman Empire from the beginning of the reign of Augustus in 27 BC to the end of the Crisis of the Third Century in AD 284, after which it evolved into the so-called Dominate. ...
. For the sample years of 14, 100, and 150 AD, estimates of per capita GDP range from 166 to 380 '' sestertii''. The Roman Empire was not uniformly developed. The GDP per capita of
Italy Italy ( it, Italia ), officially the Italian Republic, ) or the Republic of Italy, is a country in Southern Europe. It is located in the middle of the Mediterranean Sea, and its territory largely coincides with the homonymous geographical ...
is estimated to be higher than the average of the Empire during the Principate, due to a higher degree of urbanization and trade (partly thanks to Mediterranean access compared to the provinces in the imperial periphery), and the concentration of elite income in the heartland. Other regions next to the Mediterranean, such as the Aegean and North Africa are also thought to be more developed than the imperial average in the same period. Estimates of the difference between Italian income levels and the average for the Empire vary from 40, Lo Cascio, Elio; Malanima, Paolo (Dec. 2009):
GDP in Pre-Modern Agrarian Economies (1–1820 AD). A Revision of the Estimates
, ''Rivista di storia economica'', Vol. 25, No. 3, pp. 391–420 (391–401)
to 66,Maddison 2007, pp. 47–51 to 100 Temin 2006, pp. 136 percent higher than in the rest of the Empire. In the Scheidel–Friesen model of Roman national accounts, the total annual income generated by the Empire is placed at nearly 20 billion '' sestertii'', with about 5 percent extracted by the imperial government. Households in the top 1.5 percent of
income distribution In economics, income distribution covers how a country's total GDP is distributed amongst its population. Economic theory and economic policy have long seen income and its distribution as a central concern. Unequal distribution of income causes ec ...
captured about 20 percent of income. Another 20 percent went to about 10 percent of the population who can be characterized as a non-elite middle. The remaining "vast majority" produced more than half of the total income, but lived near
subsistence A subsistence economy is an economy directed to basic subsistence (the provision of food, clothing, shelter) rather than to the market. Henceforth, "subsistence" is understood as supporting oneself at a minimum level. Often, the subsistence econo ...
. All cited economic historians stress the point that any estimate can only be regarded as a rough approximation to the realities of the ancient economy, given the general paucity of surviving pertinent data. Based on the evidence left by the archaeological remains of the houses of the prosperous Roman town of
Pompeii Pompeii (, ) was an ancient city located in what is now the ''comune'' of Pompei near Naples in the Campania region of Italy. Pompeii, along with Herculaneum and many villas in the surrounding area (e.g. at Boscoreale, Stabiae), was burie ...
, estimates that the mean household income of Pompeii was at 7,900 ''sestertii'', a much higher than is implied by the GDP estimates for the whole Empire. Based on the distribution of house sizes from these archaeological remains, he also estimated a distribution of income that implies that Pompeii had a much larger middle-class than would be expected in the Scheidel–Friesen model. His estimates pointed to a level of living standards in Pompeii superior to 19th century Western Europe. He concluded that existing estimates of Roman GDP should be revised upwards. A Decimal fractions rounded to the nearest tenth. Italic numbers not directly given by the authors; they are obtained by multiplying the respective value of GDP per capita by estimated population size.


Regional breakdown

Angus Maddison Angus Maddison (6 December 1926 – 24 April 2010) was a distinguished British economist specialising in quantitative macro economic history, including the measurement and analysis of economic growth and development. Maddison lectured at sev ...
is the only economist cited who offers a detailed breakdown of the
national disposable income Disposable income is total personal income minus current income taxes. In national accounts definitions, personal income minus personal current taxes equals disposable personal income. Subtracting personal outlays (which includes the major c ...
(NDI) of the various parts of the Roman Empire. His "highly provisional" estimate (see right) relies on a low-count of the Roman population of only 44 million at the time of the death of
Augustus Caesar Augustus (born Gaius Octavius; 23 September 63 BC – 19 August AD 14), also known as Octavian, was the first Roman emperor; he reigned from 27 BC until his death in AD 14. He is known for being the founder of the Roman Pr ...
in 14 AD. Italia is considered to have been the richest region, due to tax transfers from the
provinces A province is almost always an administrative division within a country or state. The term derives from the ancient Roman '' provincia'', which was the major territorial and administrative unit of the Roman Empire's territorial possessions ou ...
and the concentration of elite income in the heartland; its NDI per capita is estimated at having been between 40% and 66% higher than in the rest of the empire. Besides Italy, the wealthiest province was
Egypt Egypt ( ar, مصر , ), officially the Arab Republic of Egypt, is a List of transcontinental countries, transcontinental country spanning the North Africa, northeast corner of Africa and Western Asia, southwest corner of Asia via a land bridg ...
, in terms of NDI per capita. The European NDI per capita was higher than in the Asian and African provinces if Italy is included, but without it, the rest of Europe had a lower NDI per capita than the Asian and African provinces. The
Hellenistic In Classical antiquity, the Hellenistic period covers the time in Mediterranean history after Classical Greece, between the death of Alexander the Great in 323 BC and the emergence of the Roman Empire, as signified by the Battle of Actium in ...
Eastern provinces (
Greece Greece,, or , romanized: ', officially the Hellenic Republic, is a country in Southeast Europe. It is situated on the southern tip of the Balkans, and is located at the crossroads of Europe, Asia, and Africa. Greece shares land borders wi ...
,
Asia Minor Anatolia, tr, Anadolu Yarımadası), and the Anatolian plateau, also known as Asia Minor, is a large peninsula in Western Asia and the westernmost protrusion of the Asian continent. It constitutes the major part of modern-day Turkey. The re ...
,
Syria Syria ( ar, سُورِيَا or سُورِيَة, translit=Sūriyā), officially the Syrian Arab Republic ( ar, الجمهورية العربية السورية, al-Jumhūrīyah al-ʻArabīyah as-Sūrīyah), is a Western Asian country loc ...
, Egypt) were about 20% wealthier than their mostly Latin-speaking Western counterparts, with Egypt alone being about 28% wealthier. However, Italia, which was not administered as a province, enjoyed a higher per capita income than any one of them.


Taxation

Historians conjectured that imperial taxation under amounted to about 5% of the Empire's gross product.
Morris Morris may refer to: Places Australia *St Morris, South Australia, place in South Australia Canada * Morris Township, Ontario, now part of the municipality of Morris-Turnberry * Rural Municipality of Morris, Manitoba ** Morris, Manitob ...
, p. 183.
The typical tax rate paid by individuals ranged from 2 to 5%. Potter (2009), p. 187. This tax burden did not include the tax revenues levied by the local cities, called ''
municipia In ancient Rome, the Latin term (pl. ) referred to a town or city. Etymologically, the was a social contract among ("duty holders"), or citizens of the town. The duties () were a communal obligation assumed by the in exchange for the privil ...
'' in the Latin-speaking parts of the Empire and ''
poleis ''Polis'' (, ; grc-gre, πόλις, ), plural ''poleis'' (, , ), literally means "city" in Greek. In Ancient Greece, it originally referred to an administrative and religious city center, as distinct from the rest of the city. Later, it also ...
'' in the Greek-speaking parts. The tax code was "bewildering" in its complicated system of
direct Direct may refer to: Mathematics * Directed set, in order theory * Direct limit of (pre), sheaves * Direct sum of modules, a construction in abstract algebra which combines several vector spaces Computing * Direct access (disambiguation), ...
and
indirect taxes An indirect tax (such as sales tax, per unit tax, value added tax (VAT), or goods and services tax (GST), excise, consumption tax, tariff) is a tax that is levied upon goods and services before they reach the customer who ultimately pays the i ...
, some paid in cash and some
in kind The term in kind (or in-kind) generally refers to goods, services, and transactions not involving money or not measured in monetary terms. It is a part of many spheres, mainly economics, finance, but also politics, work career, food, health and othe ...
. Taxes might be specific to a province, or kinds of properties such as
fisheries Fishery can mean either the enterprise of raising or harvesting fish and other aquatic life; or more commonly, the site where such enterprise takes place ( a.k.a. fishing ground). Commercial fisheries include wild fisheries and fish farms, ...
or
salt evaporation pond A salt evaporation pond is a shallow artificial salt pan designed to extract salts from sea water or other brines. The Salt pans are shallow and large of size because it will be easier for sunlight to travel and reach the sea water. Natural sal ...
s; they might be in effect for a limited time. Tax collection was justified by the need to maintain the military,
Morris Morris may refer to: Places Australia *St Morris, South Australia, place in South Australia Canada * Morris Township, Ontario, now part of the municipality of Morris-Turnberry * Rural Municipality of Morris, Manitoba ** Morris, Manitob ...
, p. 184.
and taxpayers sometimes got a refund if the army captured a surplus of booty. In-kind taxes were accepted from less- monetized areas, particularly those who could supply grain or goods to army camps. Potter (2009), p. 188. The primary source of direct tax revenue was individuals, who paid a
poll tax A poll tax, also known as head tax or capitation, is a tax levied as a fixed sum on every liable individual (typically every adult), without reference to income or resources. Head taxes were important sources of revenue for many governments f ...
and a tax on their land, construed as a tax on its produce or productive capacity. Supplemental forms could be filed by those eligible for certain exemptions; for example, Egyptian farmers could register fields as fallow and tax-exempt depending on flood patterns of the
Nile The Nile, , Bohairic , lg, Kiira , Nobiin: Áman Dawū is a major north-flowing river in northeastern Africa. It flows into the Mediterranean Sea. The Nile is the longest river in Africa and has historically been considered the longest riv ...
. Potter (2009), p. 186. Tax obligations were determined by the
Census A census is the procedure of systematically acquiring, recording and calculating information about the members of a given population. This term is used mostly in connection with national population and housing censuses; other common censuses inc ...
, which required each head of household to appear before the presiding official and provide a head count of his household, as well as an accounting of property he owned that was suitable for agriculture or habitation. A major source of indirect-tax revenue was the ''portoria'', customs and tolls on imports and exports, including among provinces. Special taxes were levied on the slave trade. Towards the end of his reign, Augustus instituted a 4% tax on the sale of slaves, which Nero shifted from the purchaser to the dealers, who responded by raising their prices. An owner who
manumitted Manumission, or enfranchisement, is the act of freeing enslaved people by their enslavers. Different approaches to manumission were developed, each specific to the time and place of a particular society. Historian Verene Shepherd states that t ...
a slave paid a "freedom tax", calculated at 5% of value. An
inheritance tax An inheritance tax is a tax paid by a person who inherits money or property of a person who has died, whereas an estate tax is a levy on the estate (money and property) of a person who has died. International tax law distinguishes between an e ...
of 5% was assessed when Roman citizens above a certain net worth left property to anyone but members of their immediate family. Revenues from the estate tax and from a 1% sales tax on auctions went towards the veterans' pension fund ''(
aerarium militare The ''aerarium militare'' was the military treasury of Imperial Rome. It was instituted by Augustus, the first Roman emperor, as a "permanent revenue source" for pensions ''(praemia)'' for veterans of the Imperial Roman army. The treasury derive ...
)''. Low taxes helped the Roman aristocracy increase their wealth, which equalled or exceeded the revenues of the central government. An emperor sometimes replenished his treasury by confiscating the estates of the "super-rich", but in the later period, the resistance of the wealthy to paying taxes was one of the factors contributing to the collapse of the Empire.


State revenues

Existing literary sources provide only fragmentary evidence regarding Roman state revenues. Some of the existing literary evidence is detailed as follows: With the conclusion of the
Third Mithridatic War The Third Mithridatic War (73–63 BC), the last and longest of the three Mithridatic Wars, was fought between Mithridates VI of Pontus and the Roman Republic. Both sides were joined by a great number of allies dragging the entire east of th ...
in 63 BC, the
Roman Republic The Roman Republic ( la, Res publica Romana ) was a form of government of Rome and the era of the classical Roman civilization when it was run through public representation of the Roman people. Beginning with the overthrow of the Roman Ki ...
now incorporated the
Kingdom of Pontus Pontus ( grc-gre, Πόντος ) was a Hellenistic period, Hellenistic kingdom centered in the historical region of Pontus (region), Pontus and ruled by the Mithridatic dynasty (of Persian people, Persian origin), which possibly may have been di ...
,
Cilicia Cilicia (); el, Κιλικία, ''Kilikía''; Middle Persian: ''klkyʾy'' (''Klikiyā''); Parthian: ''kylkyʾ'' (''Kilikiyā''); tr, Kilikya). is a geographical region in southern Anatolia in Turkey, extending inland from the northeastern co ...
, most of
Syria Syria ( ar, سُورِيَا or سُورِيَة, translit=Sūriyā), officially the Syrian Arab Republic ( ar, الجمهورية العربية السورية, al-Jumhūrīyah al-ʻArabīyah as-Sūrīyah), is a Western Asian country loc ...
, and the island of
Crete Crete ( el, Κρήτη, translit=, Modern: , Ancient: ) is the largest and most populous of the Greek islands, the 88th largest island in the world and the fifth largest island in the Mediterranean Sea, after Sicily, Sardinia, Cyprus, ...
into its growing dominion, as well as turning the
Kingdom of Judea The Kingdom of Judah ( he, , ''Yəhūdā''; akk, 𒅀𒌑𒁕𒀀𒀀 ''Ya'údâ'' 'ia-ú-da-a-a'' arc, 𐤁𐤉𐤕𐤃𐤅𐤃 ''Bēyt Dāwīḏ'', " House of David") was an Israelite kingdom of the Southern Levant during the Iron Age. ...
into a
client state A client state, in international relations, is a state that is economically, politically, and/or militarily subordinate to another more powerful state (called the "controlling state"). A client state may variously be described as satellite sta ...
. The Roman historian
Plutarch Plutarch (; grc-gre, Πλούταρχος, ''Ploútarchos''; ; – after AD 119) was a Greek Middle Platonist philosopher, historian, biographer, essayist, and priest at the Temple of Apollo in Delphi. He is known primarily for hi ...
records that after
Pompey Gnaeus Pompeius Magnus (; 29 September 106 BC – 28 September 48 BC), known in English as Pompey or Pompey the Great, was a leading Roman general and statesman. He played a significant role in the transformation of ...
's return to Rome as a renowned conqueror of the east, tablets were presented showing that state revenues had increased from 50 million ''
denarii The denarius (, dēnāriī ) was the standard Roman silver coin from its introduction in the Second Punic War to the reign of Gordian III (AD 238–244), when it was gradually replaced by the antoninianus. It continued to be minted in very ...
'' to 85 million, an increase from 200 to 340 million ''
sesterces The ''sestertius'' (plural ''sestertii''), or sesterce (plural sesterces), was an Ancient Rome, ancient Roman Roman currency, coin. During the Roman Republic it was a small, silver coin issued only on rare occasions. During the Roman Empire it w ...
'' from new taxes levied.Raoul McLaughlin (2014). ''The Roman Empire and the Indian Ocean: the Ancient World Economy and the Kingdoms of Africa, Arabia, and India''. Barnsley: Pen & Sword Military. , p. 6. Yet this was apparently roughly the size of the entire state budget of the Ptolemaic Kingdom of Hellenistic Egypt. Both
Cicero Marcus Tullius Cicero ( ; ; 3 January 106 BC – 7 December 43 BC) was a Roman statesman, lawyer, scholar, philosopher, and academic skeptic, who tried to uphold optimate principles during the political crises that led to the esta ...
and
Strabo Strabo''Strabo'' (meaning "squinty", as in strabismus) was a term employed by the Romans for anyone whose eyes were distorted or deformed. The father of Pompey was called " Pompeius Strabo". A native of Sicily so clear-sighted that he could s ...
related how at the beginning of the reign of
Ptolemy XII Auletes Ptolemy XII Neos Dionysus Philopator Philadelphus ( grc-gre, Πτολεμαῖος Νέος Διόνυσος Φιλοπάτωρ Φιλάδελφος, Ptolemaios Neos Dionysos Philopatōr Philadelphos; – 51 BC) was a pharaoh of the Ptolemai ...
(80–51 BC) his kingdom received an annual revenue of 12,500 talents, the equivalent of 75 million ''denarii'', or 300 million ''sesterces''. Hence, with the Roman conquest of Egypt in the
Final War of the Roman Republic The War of Actium (32–30 BC) was the last civil war of the Roman Republic, fought between Mark Antony (assisted by Cleopatra and by extension Ptolemaic Egypt) and Octavian. In 32 BC, Octavian convinced the Roman Senate to declare war on the E ...
(32–30 BC) and transformation of Egypt into a
Roman province The Roman provinces (Latin: ''provincia'', pl. ''provinciae'') were the administrative regions of Ancient Rome outside Roman Italy that were controlled by the Romans under the Roman Republic and later the Roman Empire. Each province was rule ...
, one would readily assume a considerable increase in state revenues was made. The revenues garnered in Egypt in 80 BC alone was seven times the amount of tax money contemporary
Roman Gaul Roman Gaul refers to GaulThe territory of Gaul roughly corresponds to modern-day France, Belgium and Luxembourg, and adjacient parts of the Netherlands, Switzerland and Germany. under provincial rule in the Roman Empire from the 1st century ...
offered to the Roman coffers following its conquest by
Julius Caesar Gaius Julius Caesar (; ; 12 July 100 BC – 15 March 44 BC), was a Roman general and statesman. A member of the First Triumvirate, Caesar led the Roman armies in the Gallic Wars before defeating his political rival Pompey in a civil war, an ...
, a mere 40 million ''sesterces''. Yet this was roughly the same amount of taxes Rome was able to levy from Egypt (i.e., 40 million ''sesterces'') after its conquest by
Octavian Caesar Augustus (born Gaius Octavius; 23 September 63 BC – 19 August AD 14), also known as Octavian, was the first Roman emperor; he reigned from 27 BC until his death in AD 14. He is known for being the founder of the Roman Pr ...
, bringing the total figure for state revenues up to 420 million (which included 40 million from newly conquered Egypt, 40 million from Gaul, and 340 million from all other provinces). The whole of
Roman Britain Roman Britain was the period in classical antiquity when large parts of the island of Great Britain were under occupation by the Roman Empire. The occupation lasted from AD 43 to AD 410. During that time, the territory conquered wa ...
after its conquest produced only about 11 million ''sesterces'' in revenues whereas the city of
Alexandria Alexandria ( or ; ar, ٱلْإِسْكَنْدَرِيَّةُ ; grc-gre, Αλεξάνδρεια, Alexándria) is the second largest city in Egypt, and the largest city on the Mediterranean coast. Founded in by Alexander the Great, Alexandri ...
in Egypt alone generated roughly 36 million sesterces.Raoul McLaughlin (2014). ''The Roman Empire and the Indian Ocean: the Ancient World Economy and the Kingdoms of Africa, Arabia, and India''. Barnsley: Pen & Sword Military. , p. 12.
Gold mining Gold mining is the extraction of gold resources by mining. Historically, mining gold from alluvial deposits used manual separation processes, such as gold panning. However, with the expansion of gold mining to ores that are not on the surface, ...
from the Roman provinces of
Hispania Hispania ( la, Hispānia , ; nearly identically pronounced in Spanish, Portuguese, Catalan, and Italian) was the Roman name for the Iberian Peninsula and its provinces. Under the Roman Republic, Hispania was divided into two provinces: Hi ...
on the
Iberian Peninsula The Iberian Peninsula (), ** * Aragonese and Occitan: ''Peninsula Iberica'' ** ** * french: Péninsule Ibérique * mwl, Península Eibérica * eu, Iberiar penintsula also known as Iberia, is a peninsula in southwestern Europe, def ...
produced roughly 80 million ''sesterces'' every year. During the 1st century AD, the total value of imported goods form the maritime trade coming from the
Indian Ocean The Indian Ocean is the third-largest of the world's five oceanic divisions, covering or ~19.8% of the water on Earth's surface. It is bounded by Asia to the north, Africa to the west and Australia to the east. To the south it is bounded by ...
region (including the silk and spice trade) was roughly 1,000 million sesterces, allowing the Roman state to garner 250 million sesterces of that figure in tax revenue.Raoul McLaughlin (2014). ''The Roman Empire and the Indian Ocean: the Ancient World Economy and the Kingdoms of Africa, Arabia, and India''. Barnsley: Pen & Sword Military. , p. 14. Even after the reduction in the number of
Roman legion The Roman legion ( la, legiō, ) was the largest military unit of the Roman army, composed of 5,200 infantry and 300 equites (cavalry) in the period of the Roman Republic (509 BC–27 BC) and of 5,600 infantry and 200 auxilia in the period o ...
s from about fifty to twenty-eight (500,000 down to 300,000 full-time soldiers and
auxilia The (, lit. "auxiliaries") were introduced as non-citizen troops attached to the citizen legions by Augustus after his reorganisation of the Imperial Roman army from 30 BC. By the 2nd century, the Auxilia contained the same number of inf ...
ries) the Roman state under Augustus still spent 640 million sesterces on military costs alone per annum (with total state expenses hovering around 1,000 million).Raoul McLaughlin (2014). ''The Roman Empire and the Indian Ocean: the Ancient World Economy and the Kingdoms of Africa, Arabia, and India''. Barnsley: Pen & Sword Military. , p. 16. Raoul McLaughlin stresses that "as long as international commerce thrived, the Roman Empire could meet these high-level military costs." A further 25 million sesterces in state revenues was gathered by taxing the Roman
export An export in international trade is a good produced in one country that is sold into another country or a service provided in one country for a national or resident of another country. The seller of such goods or the service provider is a ...
ed goods loaded on ships destined for Arabia and India (worth roughly 100 million in total).Raoul McLaughlin (2014). ''The Roman Empire and the Indian Ocean: the Ancient World Economy and the Kingdoms of Africa, Arabia, and India''. Barnsley: Pen & Sword Military. , p. 19.


Advertising

In ancient Rome
business Business is the practice of making one's living or making money by producing or buying and selling products (such as goods and services). It is also "any activity or enterprise entered into for profit." Having a business name does not separ ...
es
advertised Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
themselves primarily through
word of mouth Word of mouth, or ''viva voce'', is the passing of information from person to person using oral communication, which could be as simple as telling someone the time of day. Storytelling is a common form of word-of-mouth communication where one pe ...
, the usage of the trade sign, and through black or red writings inscribed on surfaces. They were displayed as
fresco Fresco (plural ''frescos'' or ''frescoes'') is a technique of mural painting executed upon freshly laid ("wet") lime plaster. Water is used as the vehicle for the dry-powder pigment to merge with the plaster, and with the setting of the plast ...
es or
mosaic A mosaic is a pattern or image made of small regular or irregular pieces of colored stone, glass or ceramic, held in place by plaster/mortar, and covering a surface. Mosaics are often used as floor and wall decoration, and were particularly pop ...
s. Masters would task their
slaves Slavery and enslavement are both the state and the condition of being a slave—someone forbidden to quit one's service for an enslaver, and who is treated by the enslaver as property. Slavery typically involves slaves being made to perf ...
with inscribing advertisements onto the walls of ancient Roman settlements. In ancient Rome,
graffiti Graffiti (plural; singular ''graffiti'' or ''graffito'', the latter rarely used except in archeology) is art that is written, painted or drawn on a wall or other surface, usually without permission and within public view. Graffiti ranges from s ...
was the equivalent of
billboards A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertise ...
. Goods and products in ancient Rome may have carried inscriptions which were used to advertise other goods and services. Toy
chariot A chariot is a type of cart driven by a charioteer, usually using horses to provide rapid motive power. The oldest known chariots have been found in burials of the Sintashta culture in modern-day Chelyabinsk Oblast, Russia, dated to c. 2000&n ...
s were inscribed with the names of famous charioteers and lamps and bowls had images of famous
gladiator A gladiator ( la, gladiator, "swordsman", from , "sword") was an armed combatant who entertained audiences in the Roman Republic and Roman Empire in violent confrontations with other gladiators, wild animals, and condemned criminals. Some gla ...
s. It was also common for merchants to advertise their brands on
amphorae An amphora (; grc, ἀμφορεύς, ''amphoreús''; English plural: amphorae or amphoras) is a type of container with a pointed bottom and characteristic shape and size which fit tightly (and therefore safely) against each other in storag ...
. These markers were known as the ''
titulus pictus A ''titulus pictus'' is an ancient Roman commercial inscription made on the surface of certain artefacts, usually the neck of an amphora. Typically, these inscriptions were made in red or black paint. The inscription specifies information such a ...
.'' They were used to convey information about the good and provide an easily recognizable label that attracted consumers to the product. Merchants would hire orators to spread the news of their product on the streets of the Roman cities. Wealthy businessmen would pay people to mention their business in
literature Literature is any collection of Writing, written work, but it is also used more narrowly for writings specifically considered to be an art form, especially prose fiction, drama, and poetry. In recent centuries, the definition has expanded to ...
. Roman vendors could also market based on their own unique
product brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
. In
Pompeii Pompeii (, ) was an ancient city located in what is now the ''comune'' of Pompei near Naples in the Campania region of Italy. Pompeii, along with Herculaneum and many villas in the surrounding area (e.g. at Boscoreale, Stabiae), was burie ...
merchants advertised their own brands of
garum Garum is a fermented fish sauce that was used as a condiment in the cuisines of Phoenicia, ancient Greece, Rome, Carthage and later Byzantium. Liquamen is a similar preparation, and at times they were synonymous. Although garum enjoyed its gre ...
, a Roman fish sauce, based on its
ingredient An ingredient is a substance that forms part of a mixture (in a general sense). For example, in cooking, recipes specify which ingredients are used to prepare a specific dish. Many commercial product (business), products contain secret ingredie ...
s, processing, and the
manufacturer Manufacturing is the creation or production of goods with the help of equipment, labor, machines, tools, and chemical or biological processing or formulation. It is the essence of secondary sector of the economy. The term may refer to ...
. Two known marketing slogans from Pompeii are "essence of the best mackerel" and "best available."
Wine Wine is an alcoholic drink typically made from Fermentation in winemaking, fermented grapes. Yeast in winemaking, Yeast consumes the sugar in the grapes and converts it to ethanol and carbon dioxide, releasing heat in the process. Different ...
merchants in ancient Rome used positioning, which is a marketing term referring to the place a brand holds in the customer's minds. They marketed their wine as high-class.
Archaeological excavation In archaeology, excavation is the exposure, processing and recording of archaeological remains. An excavation site or "dig" is the area being studied. These locations range from one to several areas at a time during a project and can be condu ...
s in Pompeii revealed one advertisement that stated: Advertising in ancient Rome served multiple purposes. It helped businesses market their services, it promoted
politicians A politician is a person active in party politics, or a person holding or seeking an elected office in government. Politicians propose, support, reject and create laws that govern the land and by an extension of its people. Broadly speaking, a ...
, and it advertised games and entertainment.


See also

*
Agriculture in ancient Rome Roman agriculture describes the farming practices of ancient Rome, during a period of over 1000 years. From humble beginnings, the Roman Republic (509 BC to 27 BC) and the Roman Empire (27 BC to 476 AD) expanded to rule much of Europe, northern Af ...
*
Roman finance The practices of ancient Roman finance, while originally rooted in Greek models, evolved in the second century BC with the expansion of Roman monetization. Roman elites engaged in private lending for various purposes, and various banking models a ...
*
Roman currency Roman currency for most of Roman history consisted of gold, silver, bronze, orichalcum and copper coinage. From its introduction to the Republic, during the third century BC, well into Imperial times, Roman currency saw many changes in form, denom ...
**
Roman Republican currency Roman Republican currency refers to the coinage struck by the various magistrates of the Roman Republic, to be used as legal tender. In modern times, the abbreviation RRC, "Roman Republican Coinage" originally the name of a reference work on the t ...
**
Roman provincial currency Roman provincial currency was coinage minted within the Roman Empire by local civic rather than imperial authorities. These coins were often continuations of the original currencies that existed prior to the arrival of the Romans. Because so man ...
* Ancient Greek economy *
Byzantine economy The Byzantine economy was among the most robust economies in the Mediterranean for many centuries. Constantinople was a prime hub in a trading network that at various times extended across nearly all of Eurasia and North Africa. Some scholars arg ...


References


Sources

* Bang, Peter Fibiger (2008): ''The Roman Bazaar: A Comparative Study of Trade and Markets in a Tributary Empire'', Cambridge University Press, , pp. 86–91 * * * Cech, Brigitte (2010): ''Technik in der Antike'', Wissenschaftliche Buchgesellschaft, Darmstadt, * Cleere, H. & Crossley, D. (1995): The Iron industry of the Weald. 2nd edition, Merton Priory Press, Cardiff, : republishing the 1st edition (Leicester University Press 1985) with a supplement. * Cleere, Henry. 1981. The Iron Industry of Roman Britain. Wealden Iron Research Group. p. 74-75 * Craddock, Paul T. (2008): "Mining and Metallurgy", in: Oleson, John Peter (ed.): ''The Oxford Handbook of Engineering and Technology in the Classical World'', Oxford University Press, , pp. 93–120 * * Healy, John F. (1978): ''Mining and Metallurgy in the Greek and Roman World'', Thames and Hudson, London, * * * * Hopkins, Keith (1995/6): "Rome, Taxes, Rents, and Trade", ''Kodai'', Vol. 6/7, pp. 41–75 * Kron, Geoffrey (2014): “Comparative evidence and the reconstruction of the ancient economy: Greco-Roman housing and the level and distribution of wealth and income,” in F. de Callataÿ (ed.), Quantifying the Greco-Roman Economy and Beyond, 123-46. Bari: Edipuglia. * * Maddison, Angus (2007): "Contours of the World Economy, 1–2030 AD. Essays in Macro-Economic History", Oxford University Press, * Parker, A. J. (1992): "Ancient Shipwrecks of the Mediterranean and the Roman Provinces", Archaeopress (British Archaeological Reports (BAR) International S.), * * Scheidel, Walter (April 2006):
Population and Demography
', Princeton/Stanford Working Papers in Classics, Version 1.0 * * * Sim, David; Ridge, Isabel (2002): ''Iron for the Eagles. The Iron Industry of Roman Britain'', Tempus, Stroud, Gloucestershire, * * Temin, Peter (2006): "The Economy of the Early Roman Empire", https://www.aeaweb.org/articles?id=10.1257/089533006776526148 * Temin, Peter (2006): "Estimating GDP in the Early Roman Empire", Lo Cascio, Elio (ed.): ''Innovazione tecnica e progresso economico nel mondo romano'', Edipuglia, Bari, , pp. 31–54 * Temin, Peter (2012): "The Roman Market Economy", Princeton University Press, New Jersey, United States. *


Further reading

* Bowman, A. K. and Wilson, A. I. (eds) (2009), Quantifying the Roman Economy: Methods and Problems, Oxford Studies in the Roman Economy 1. Oxford University Press, Oxford * Bowman, A. K. and Wilson, A. I. (eds) (2012), Settlement, Urbanisation and Population, Oxford Studies in the Roman Economy 2. Oxford University Press, Oxford * Scheidel, Walter; Morris, Ian; Saller, Richard, eds. (2007): ''The Cambridge Economic History of the Greco-Roman World'', Cambridge University Press, * * - Presentation for the "Long-Term Quantification in Mediterranean Ancient History" conference in October 2009, held in
Brussels Brussels (french: Bruxelles or ; nl, Brussel ), officially the Brussels-Capital Region (All text and all but one graphic show the English name as Brussels-Capital Region.) (french: link=no, Région de Bruxelles-Capitale; nl, link=no, Bruss ...
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Belgium Belgium, ; french: Belgique ; german: Belgien officially the Kingdom of Belgium, is a country in Northwestern Europe. The country is bordered by the Netherlands to the north, Germany to the east, Luxembourg to the southeast, France to ...
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External links


The Oxford Roman Economy Project
{{Economic history Economies by culture