Every so often, the Houston Chronicle covers some aspect of the Osteen empire at Lakewood Church, the nation’s largest Christian congregation. In the late 1980s when I worked at "the Chron," I followed the Rev. John Osteen, the patriarch who founded Lakewood in the 1960s and built it into a famous congregation with a TV ministry and an international outreach.
At the time, Lakewood was in northeast Houston and its billboards advertised the place as the “Oasis of Love.” I wrote a 1988 story about their move into a new building that John Osteen boasted only cost $5 million (while other megachurches were spending five times that on their capital projects) so that extra money could go to missions. Then in 2005, Lakewood moved across town to the 16,000-seat Compaq Center (former home of the NBA Rockets) on a major freeway smack in the middle of town.
Starting May 31, the Chronicle came out with “The Preacher’s Son,” a three-part series about its pastor, Joel Osteen, the son who took over when his dad died in 1999. The main writer was not a religion reporter but a business writer, as there was much emphasis on Lakewood Church as a $90 million/year business complete with financial statements and property records. The result was a wealth of information on the church I don’t think has ever been released.
The first part of the series kicks off with a segment from one of Osteen’s sermons, then:
This is how Osteen has become the nation's most ubiquitous pastor and one of its wealthiest. He has earned the allegiance of the hopeless, the doubtful and the downtrodden with a credo of beguiling simplicity: Don't dwell on the past. Think positive. Be a victor, not a victim.
A self-described "encourager," he rarely addresses or even acknowledges the fundamental mysteries of Christianity, let alone such contentious issues as same-sex marriage or abortion. Instead, he exhorts listeners to take charge of their destinies and confront whatever "enemies" they face -- debt collectors, clueless bosses, grim medical diagnoses, loneliness.
In an era of bitter cultural and political divisions, he has redefined what it means to be evangelical by dispensing with the bad news and focusing solely on the good. His vanilla creed has proven irresistible, especially to those down on their luck.
Then the focus shifts to the numbers:
Broadcasts of its thunderous, music-filled services reach an estimated 10 million U.S. viewers each week on television -- and more via websites and podcasts. Many of them go on to buy Osteen's books, devotionals, CDs, DVDs and other merchandise.
A 24-hour Sirius XM station, launched in 2014, expanded his domain to include people commuting to work or running errands.
He has taken Lakewood on the road with monthly Night of Hope events, lavishly produced spectacles of prayer and song that fill stadiums across the country at $15 a ticket. Attendees post branded photos from the events on Facebook and Twitter, where Osteen has amassed a combined 28 million followers.
His 10 books, self-help manuals filled with homespun wisdom about the power of positive thinking, have sold more than 8.5 million printed copies in the U.S. alone, according to NPD BookScan.
It's religion as big business, run by a close-knit family that excels at promoting Osteen as an earnest, folksy everyman.
That does nail it, you must admit.