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News Corp. By Mike Shields Mike Shields. Most Popular Videos. That means that through two world wars, the fall of the Soviet Union, and the rise of the internet, publications have been devoting their back pages and now their back verticals to celestially inspired prognostications. Broadly , Refinery29 , Man Repeller , and Rookie , for example, all have regular horoscope columns. And in , Bustle published more than themed horoscopes, prescribing everything from beauty routines , to where to have sex , to the best Taylor Swift song for every sign.
Welcome to , where you can get your daily horoscope on Snapchat, as a meme , or with a side of GIF. In this era of self-reflection or, self-obsession , horoscopes fit right in. But there is something curious about them. How have horoscopes aged so well? Old media gets a lot of flack for its janky attempts at decoding the internet, yet horoscopes have been enthusiastically grandfathered in. In other words, how did journalism and astrology meet, and why are they still seeing each other?
For one thing, horoscopes are popular, and not only among those who believe. Less than 10 percent , meanwhile, report consulting horoscopes before making decisions. Gat, a certified astrologer, first studied the discipline in appreciation of its cultural and historical significance.
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Neha Gandhi, vice president of editorial strategy at Refinery29, agrees. Every member of our audience believes that someone is talking to them directly about their life. Indeed, personalization is key. The horoscope column emerged in the early 20th century, and it evolved throughout that century to become more personal, less prescriptive, and heavily focused on the sun signs and their associated personality types, often disregarding more complicated celestial arrangements.
When horoscopes first started appearing in newspapers, they were confined to birth horoscopes for famous people, such as a horoscope of President Woodrow Wilson in the Boston Sunday Post. The first horoscopes to appear in newspapers were feature stories, usually the birth horoscopes of famous people.
The Full Moon on the 13th is excellent for taking care of financial issues. Pay off a bill, refinance your home, or seek a loan around that day. Social activities in your neighborhood or with siblings increase when the Sun heads into your 3rd house on the 23rd. Halloween gatherings, trick or treating, and family fun could be on the agenda as the month winds down. The New Moon on the 27th is a perfect day for hosting your own shindig. Why not throw a masquerade party and invite people over for some apple-bobbing fun?
Mercury will be retrograde on the 31st, bringing the usual travel and tech woes. Communication promises to be extra-funky in November. The best plan of action: back up your computers, slow down and watch what you say. Your gracious ways will win many folks to your side at this time, so do work the room. Talk about money matters with your partner starting on the 3rd when Mercury enters your 2nd house. Pluto direct on the same day in your 4th house will help you to take charge of the family if need be.
Mars will leave your 12th house of rest on the 4th and zip into your sign. This almost feels like an energy reboot. The past month has required you to rest more than usual. Expect more pep in your step as the rest of the month moves on. Your ruling planet, Venus will be in your 2nd house beginning on the 8th. This could bring a financial upgrade — or a desire to spend on luxury items. The Full Moon on the 13th helps bring clarity around a relationship.
You might want to have a little talk at this time.
Why are horoscopes and media a match?
In some cases, this might also be the right day to call it quits. Finances continue to improve starting on the 23rd when the Sun joins Venus and Mercury in your 2nd house. You may see significant increases as the weeks unfold. The New Moon on the 27th is ideal for asking for a raise — or starting a new, better paying job. But be aware that the 31st will deliver Mercury retrograde and it might throw a wrench in your financial plans. A word to the wise: put your money aside for a rainy day. Scorpio: Start October out quietly, dear Scorpio.
Three planets resting in your 12th house as the month kicks off will set the perfect stage for a retreat. Step away from the grind.
Avoid drama. Let others have the spotlight. Your time will come before the month is out. Mercury enters your sign on the 3rd, and with it comes an ability to express your self beautifully. Your ruler Pluto is also direct on this day, giving you the confidence to deliver bold ideas. If there was ever a time to impress folks with your ingenuity, this is it. Mars in your 12th house on the 4th is excellent for taking care of matters behind the scenes or working on top-secret projects.
Eyes start to point in your direction when Venus slips into your sign on the 8th. Suddenly, the attention begins to turn, especially on the romantic front. Let your inner flirt come out to play! This is also an excellent transit for updating your look. Buy some new duds and visit the stylist for a fresh trim. The Full Moon on the 13th brings closure to a work situation.
Or a project may come to a conclusion, freeing you up to explore new avenues. The Sun in your sign on the 23rd signals your birthday month has begun.
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Now you can step out of the shadows and stand firmly in the limelight. The New Moon on the 27th is your green light to start a new chapter. Whatever intentions you set on this day are going to shift your life in exciting directions. Mercury retrograde strikes on Halloween, leading to three weeks of public gaffes and missteps. If you are running for office or trying to get some attention to your cause, a wrong word could prove fatal to your mission. Sagittarius: As the holiday season begins to creep in, invitations are already coming your way, dear Sagittarius. An active 11th house ensures your October will be more social than usual so get your Halloween costume ready and have fun!
Secrets are revealed when Mercury enters your 12th house on the 3rd. Pluto will be direct on the same day. If your finances have been stalled, essential changes are on the way. You might be able to update your budget or find new ways to attract more cash. Keep in mind that you cannot be too carefree just yet. Saturn demands that you manage your moolah wisely for the rest of the year. Mars will zoom into your 11th house on the 4th, which could indicate more activities with your buddies.
Dancing all night? Heading out for a weekend in Vegas? Yes, please! Do note that this transit of Mars can sometimes bring arguments with friends too. If you sense a storm is brewing, step back. Discussions with pals during a Mars transit can go sideways fast. Is it worth ruining a friendship? Secret trysts are possible when Venus arrives in your 12th house on the 8th. If anything comes out in the open, your reputation could take a hit — especially when Mercury is retrograde at the end of the month!
Let the stars guide you
The Full Moon on the 13th brings closure around an old romance. Cut the cords, set yourself free. Put rest on the agenda when the Sun slides into your 12th house on the 23rd. This will recharge your batteries. The New Moon on the 27th is a splendid day for soul-searching, time off, and chilling. Schedule in a little retreat for yourself. Turn off your phone and computer.
Contemplate your life purpose. Let go of the past! Mercury retrograde on the 31st could bring all kinds of hidden information out in the open. Better to say nothing and keep your street cred clean! Capricorn: Your career is lit this month, dear Capricorn. A cluster of planets is sitting pretty in your 10th house at the beginning of October, making your rise to the top inevitable.
Network your face off starting on the 3rd when Mercury takes up residence in your 11th house. Rub elbows with hotshots, introduce yourself to interesting folks, join new social groups — this will certainly help to expand your circle of influence.
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Pluto is direct on the 3rd as well, giving you that power vibe. Heck, people may be dying to meet YOU. Your fame rises another notch when Mars busts a move into your 10th house on the 4th. This is your cue to lead with confidence. Take action on your old ideas. Initiate new career activities. Your social life may include more romance when Venus waltzes into your friend zone. Friends with benefits? Or meeting new paramours through your pals? The Full Moon on the 13th brings closure with a family member. You can forgive and forget — or simply choose to walk away.
Friends remind you that your chosen family is there for you when the Sun moves into your 11th house on the 23rd. The support you need comes from your besties. Enjoy spending time with them as the month begins to wind down. The 27th is a super-sweet day for hosting a gathering of like-minded souls when the New Moon lights up your 11th house.
Invite your favorite people over for some home-cooked ramen and wine. Stay up all night, laughing until the Sun rises. Mercury retrograde on the 31st signals a three week period where miscommunications within your social circle are possible. One wrong word could jeopardize a valued friendship.
Watch what you say and err on the side of kind as much as you can. Sometimes a bit of humility can go a long way to save a friendship that matters. Aquarius: If you got bit by the travel bug last month, dear Aquarius, there is still ample time to get in some jetsetting this month too. A lively 9th house indicates the possibility of many journeys.
Communication at work is also going to be important this month once Mercury settles into your 10th house. Meetings require you to be on your toes.