A recent press release from Verizon Yellow Pages points out that veterinarians still get a lot business from ads placed in the phone book:

According to a 2005 Knowledge Networks/SRI study, the "Veterinarian" yellow pages heading is the 14th-most frequently referenced yellow pages heading, generating more than 172 million look-ups annually.

This perhaps tells us that pet ownership in the USA is still very popular, and that locality-based searching is still the domain of paper directories.

Verizon's press release was meant to inform pet-related businesses that advertising in the Yellow Pages is the way to go.