The Sun-Sign Column
The column grew out of one royal-birth feature, R. H. Naylor's 1930 horoscope for the newborn Princess Margaret in the Sunday Express; after further forecasts he was given Britain's first regular astrology column. By the late 1930s he had simplified it to twelve sun-sign forecasts keyed only to birth date, a format that could be renewed every week.
R. H. Naylor, 'What the Stars Foretell for the New Princess', Sunday Express (24 August 1930); Naylor's weekly Sunday Express column and its twelve-sign 'Your Stars' format (by 1937)
The now-universal newspaper and magazine horoscope column format, giving one short reading per zodiac sign each week.
