Back in 1912, banker and industrialist JP Morgan, on the advice of his astrologer, declined to board the Titanic ocean liner in Southampton on the eve of its maiden voyage. The history of the supersuccessful bank that bears his name might have been quite different had he ignored the warning. From that day on, Morgan regularly consulted his oracle and quite possibly gave rise to the global industry of "astro-finance". The financial goliath summed up the debt owed to the zodiac in the motto he made famous: "Millionaires don’t use astrology, billionaires do." Today, seeking answers from the sun and planets is a multibillion-dollar industry growing apace in the digital age. Stargazers target big and small financial punters, business owners, managers and many a chairman. Add a few billion ordinary citizens and you have the global universe of astrology adherents. Astrology has a history of more than 3,000 years and in more recent times, horoscopes have boosted the circulation of newspaper...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.