On the Sunday I was returning to the United States from an international trip, the New York Times ran a surprising story on a religion beat insider that, frankly, I never thought they’d touch.

All sorts of folks were sending me links to a business story on Stephen Strang, someone who is widely known in the charismatic universe but not so well known in wider Christian circles.

Yet, Times freelancer Sam Kestenbaum swooped down and delivered an informative, timely piece, which started as follows:

This spring, the media mogul Stephen E. Strang made an unusual apology to readers in the pages of his glossy magazine.

Mr. Strang presides over a multimillion-dollar Pentecostal publishing empire, Charisma Media, which includes a daily news site, podcasts, a mobile app and blockbuster books. At 70, he is a C.E.O., publisher and seasoned author in his own right. Despite all that, Mr. Strang worried something had gone awry.

“I’ve never been a prophet,” he wrote in a pleading March editor’s note. “But there were a number of prophets who were very certain that Trump would be elected.”

This had not come to pass. Mr. Strang continued, “I hope that you’ll give me the grace — and Charisma Media the grace — of missing this, in a manner of speaking.”

That was a back entrance into a story on the “Trump prophets,” which were dozens of well-known Pentecostal personalities who falsely prophesied that President Donald Trump would win a second term. Although a few apologized when it was clear Joe Biden would be taking the oath of office on Jan. 20, many refused, succumbing to fantasy theories that the election had been stolen.

(I’ve been covering the prophets story since late last year and earlier this year for GetReligion here, here and here, plus begging other religion writers to get up to speed with modern-day Pentecostalism and the way Pentecostals and their sister movement, the charismatics, was the spirituality of choice in the Trump White House.

Kestenbaum specializes in religion-news-of-the-weird pieces for the Times , and maybe, to him, Strang is weird. Oddly, the story (whose news hook is Strang’s newest book) ended up in the business section. My fav quote in the whole piece:

Mr. Strang seems to have discovered that one way to handle being publicly wrong is to change the subject and to pray readers stick around.

Yes, that’s what the whole prophecy movement has been doing since January. The next chunk of copy is the why-you-should-read-this part:

Beyond the spiritual test of unrealized prophecies, there are very earthly stakes here: Under Mr. Strang’s stewardship, Charisma had grown from a church magazine to a multipronged institution with a slew of New York Times best sellers, millions of podcast downloads and a remaining foothold in print media, with a circulation of 75,000 for its top magazine.

It is widely regarded as the flagship publication of the fast-growing Pentecostal world, which numbers over 10 million in the United States. With its mash-up of political and prophetic themes, Charisma had tapped a sizable market and electoral force. In 2019, one poll found that more than half of white Pentecostals believed Mr. Trump to be divinely anointed, with additional research pointing to the importance of so-called prophecy voters in the 2016 election.

His numbers are way too low; Pew Forum says charismatics and Pentecostals comprise about 23 percent (you heard that right) of the American population, so we’re talking about 65 million people. If that sounds like a lot of people, remember, this number includes charismatic Catholics.

As I read through the piece, I thought Kestenbaum hit it square on the nose many times.