TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Costco Apologizes for Labeling Bibles as Fiction

Meet Caleb Kaltenbach, pastor of Discovery Church in Simi Valley, Calif.

He’s out and about looking for bulk orders of five gallon tubs of Cheetos and the latest 1,000-pack of Oreos at his local Costco store. He decides he needs his typical eight-pack of ketchup and makes a short cut through the book section. And that’s where he “discovers” this:

Um, clean up in Aisle 9? From this, FOX News broke the story and to Costco’s credit, someone in that company knows about crisis communications. They repented and released this statement:

“We deeply regret the mislabeling of the Bible and meant no offense to anyone,” the company wrote in an email received by several customers. “The buyer has let us know that this was an error and the books are being pulled off the shelves to be re-marked.”

Following the FOX News dogpile, they released another one — directly to FOX News:

“Costco’s distributor mislabeled a small percentage of the Bibles, however we take responsibility and should have caught the mistake. We are correcting this with them for future distribution. In addition, we are immediately relabeling all mislabeled Bibles. We greatly apologize for this error.”

Well done, Costco. Go and mislabel no more. Amen.

Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsLearn how to use stories to inspire, connect, and persuade your clients! In this workshop starting September 3, you'll learn how to uncover stories in everyday life, incorporate stories into your media work, use storytelling techniques with clients, all to improve your pitch and presentation skills. Register now!