Company to publish corrected phone book

Decision comes after merchants complained about number of errors

By Kim Walter -- kwalter@nvdaily.com

FRONT ROYAL -- Days after Ziplocal's upper management became aware of a substantial number of errors in the Winchester Front Royal 2012 Phone Directory that the firm published, the Utah-based company has decided to issue corrected copies of the phone book.

The decision was officially announced at a Chamber of Commerce banquet Wednesday night in Front Royal.

Craig Laird, president of Royal Oak Computers on Main Street, knew about the decision before the banquet.

Laird's advertising representative came to his store to apologize. According to Laird, his representative read about the errors, and Laird's decision to never advertise with the company again, in the newspaper earlier this week.

"That was the first he knew about the problem," Laird said. After the representative was aware, he passed the info along to upper management.

"Whoever got their attention, I'm just happy the voices of the local businesses were heard," he said.

Even though Laird's business was correctly listed in the directory, many others in Front Royal weren't. He and at least two other merchants contacted Ziplocal, hoping to see the company take action.

When Ziplocal's CEO, Mike Anderson, found out, he decided to own the problem, Laird said.

"I commend Mike Anderson and his company for taking responsibility for the error. They did the right thing," he added. "This decision needs to be cheered."

Jessica MacLean, senior manager of customer relations at Ziplocal, said in the 15 years she's worked there, she's "never seen anything like this."

In a written statement, MacLean confirmed the company was taking corrective action.
"Ziplocal has taken immediate action in researching and locating the issue that created the listing errors," she said. "In our continuing efforts to bring the customers and businesses in the area an accurate and complete product, Ziplocal will be reprinting the Winchester Front Royal 2012 phone directory. The new directory will take two to three weeks for publication, and we are estimating delivery to start at the end of February."

Ann Arena, owner of downtown business Gourmet Delights Gifts and Framing, was one merchant whose business was incorrectly listed. Now, she says she'll reconsider advertising in future Ziplocal publications because of the company's recent decision.

"I think it's pretty admirable on their part," she said. "I know it's an expense to them, but they had to address the issue."

Jean Plauger, owner of Jean's Jewelers, sent an email to Ziplocal when she realized her address was wrong in the directory. However, she says she's impressed by the positive action being taken by the company.

"I truly am glad to hear this," she said. "It restores my faith in these larger companies."

"As a small business, we expect less," Laird said. "It's nice when we get more."