What do people look for when they read their birthday horoscopes? When posed with this question, most people answered that they were interested to know their future. However, when they were asked if they believed what was printed in such birthday horoscopes which were published by the majority of magazines during the month of January, only a tiny fraction responded affirmatively.

What do you make of it? There are thee things that are reflected clearly from the above paragraph: (1) birthday horoscopes are big business because people love it, (2) these horoscopes are considered more as entertainment rather than accurate predictions, and (3) a very large segment in the market would be inclined to pay for such services, provided they believed these were accurate.

This is an excellent niche for the amateur astrologers out there to plunge ahead and build a successful career by writing on-order birthday horoscopes. Anyone interested?