You may have seen this story:
In the mid-nineties, a Jewish advertising executive wondered: what if the New York Times – the “Paper of Record” – printed the Shabbos candle lighting time each week? Imagine the Jewish awareness and pride that might result from such a prominent mention of Shabbos each week. He contacted a Jewish philanthropist and sold him on the idea. It cost nearly two thousand dollars a week but he agreed to fund it. For the next five years, every Friday, Jews around the world would see ‘Jewish Women: Shabbat candle lighting time this Friday is _____”
Eventually the philanthropist had to reduce the number of projects he had been funding. And, so, in June 1999, the little Shabbos candle lighting notice made its last appearance in the New York Times. At least that’s what people thought.
On January 1, 2000, the NY Times ran a Millennium edition commemorating the paper’s 100th anniversary. It was a special issue that featured three front pages. One contained the news from January 1, 1900. The second contained the actual news of the day, January 1, 2000. And the third front page, featured projected headlines of January 1, 2100. It included such stories as a welcome to the fifty-first state: Cuba and a debate over the issue of whether robots should be allowed to vote. And so on. And, in addition to the creative articles, there was one extra piece. Down on the bottom of the Year 2100 front page, was the candle lighting time in New York for January 1, 2100. Nobody asked for it. Nobody paid for it. It was just put in by the Times. The production manager of the New York Times – an Irish Catholic – was asked about this curious entry. His answer speaks to the eternity of our people and to the power of Jewish ritual.”We don’t know what will happen in the year 2100. It is impossible to predict the future. But of one thing you can be certain. That in the year 2100 Jewish women will be lighting Shabbos candles.”
What lessons can be learned from such a story?