BERKELEY HEIGHTS, NJ--(MARKET WIRE)--Oct 29, 2008 -- Before Americans start decorating for the holiday season, many will first clean their carpets and floors. According to the Yellow Pages Association (YPA), "Carpet/Rug Cleaners" ranks 22nd out of more than 4,000 headings and generates 88 million references annually, with the highest frequency coming in November.(1)

"As the weather gets colder, homeowners spend more time indoors and, as a result, become more aware of their indoor environment," said Paul Pearce, president of the Institute of Inspection, Cleaning and Restoration Certification (IICRC), a non-profit organization that seeks to ensure consumers have access to trusted and trained cleaning professionals by establishing and monitoring certification programs and standards for these industries. "This leads to an increase in cleaning, in addition to getting their homes spruced up for the holidays."

Homeowners of one to three years most often reference the "Carpet/Rug Cleaners" heading.(1) Pearce reasons that homeowners are trying to preserve their investment, and they should do so by cleaning their carpets based on the warranty recommendation (usually every 12-18 months) as opposed to waiting for traffic lines to show.

"With the current economy, homeowners are interested in maintaining what they have," Pearce said. "You wash your car regularly to restore the shine, and the same applies to carpets."

Pearce suggests finding a reputable firm that will stand by its work and provide the best service for the cost. He recommends searching the Yellow Pages for local firms listed with the IICRC logo, and confirming their certification with the IICRC, to ensure professionalism.

The Yellow Pages was the primary medium used by active shoppers in this heading to gather information and select a firm,(2) and 92 percent of users followed up with a purchase.(1) These purchases, based on local Yellow Pages display ads, result in more than 245 sales per year and over $150,000 in sales revenue for carpet cleaners.(3)

"Carpet cleaning companies know that Yellow Pages advertising will reach the local consumer, as well as achieve a superior return on investment," said Larry Small, Director of Research for the YPA. "The average return on investment received from local display ads at the carpet/rug heading is $10 of sales revenue for every $1 spent on advertising."(3)

For more information on Yellow Pages headings, visit http://www.ypassociation.org/.

About The Yellow Pages Association

The Yellow Pages Association (YPA) (www.ypassociation.org/) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

About the IICRC

The Institute of Inspection, Cleaning and Restoration Certification (IICRC) (http://iicrc.org/) is a non-profit standard writing and certifying body for the flooring inspection, floor covering and specialized fabric cleaning, and disaster restoration industries. Organized in 1972, the IICRC currently represents more than 5,300 Certified Firms and more than 45,000 Certified Technicians in 30 countries.

 
(1) Knowledge Networks/SRI, May 2008
(2) TNS Media Impact Study 2007
(3) CRM Associates 2007

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