Quick Answer
Print Yellow Pages ads still work for a narrow group of Florida businesses. These are mostly emergency home services, senior-focused medical and legal practices, and rural service providers in counties with many older residents. For most other businesses, a free online listing is enough.
The Yellow Pages Is Still Printed, Under New Owners
The phone book hasn’t disappeared, but it is changing hands. Thryv Holdings announced it will sell its print directories business, which covers print Yellow and White Pages in the U.S., Australia and New Zealand plus their digital editions, to Carolwood L.P. The price is $142 million in cash. The deal is expected to close in the fourth quarter of 2026, and Thryv plans to keep its Internet Yellow Pages and other online assets.
For Florida advertisers, this means print contracts signed in 2027 will likely be with a private equity-owned publisher. Online listings on yellowpages.com stay with Thryv. Listing a business on the Yellow Pages is free, while premium print and online placements are paid.
Why Florida Is Different From Most States
Florida has an older population than the rest of the country, and older residents are the core Yellow Pages audience. About 22.8% of Floridians are 65 or older, compared with 18.9% nationally. In some places the share is much higher. A state legislative report found that in the county with the largest older population, 58.9% of residents were 65 and older.
The publisher targets that audience directly. In one market, Thryv’s research found that a third of baby boomers and seniors still use phone books, and a regional marketing manager said the company targets those groups because they hold much of the country’s wealth. Older studies also found that rural residents use print directories more than suburban or city residents, while higher-income households lean toward search engines.
Business Types Best Suited to Florida Yellow Pages
| Business type | Why it fits | Best Florida markets |
|---|---|---|
| Plumbing, HVAC, roofing | Urgent need, older homeowners | Retiree-heavy counties |
| Storm and hurricane services | Power and internet often out after storms | Gulf and Atlantic coasts |
| Locksmiths, towing, pest control | Fast phone-first decisions | Statewide |
| Elder law and estate planning | Clients are mostly 65+ | Sumter, Charlotte, Citrus |
| Hearing, vision, dental | Senior patient base | Retirement communities |
| Funeral homes | Older decision-makers | Statewide |
| Rural trades and vets | Weaker broadband use | Inland agricultural counties |
Emergency Home Services
When the AC fails in August or a pipe bursts, older homeowners often reach for the book by the phone. An HVAC manager in Philadelphia told Billy Penn that customers who say they found the company through the Yellow Pages are usually older. A directory industry blog estimates that home services make up 47% of all Yellow Pages searches.
Hurricane Preparation and Recovery
This is the strongest Florida-specific reason to run a print ad. After a major storm, cell service and home internet can be down for days, and a printed directory still works. Generator installers, tree removal crews, roofers, shutter companies and water damage restoration firms all fit this category.
Senior-Focused Professional Services
Elder law attorneys, estate planners, Medicare insurance agents, audiologists, optometrists, denture providers and funeral homes serve clients whose average age matches the print audience. Some of these clients say they trust a printed listing more than a search ad.
Rural and Agricultural Service Providers
In inland counties with lower broadband use, farm equipment repair, large-animal veterinarians, well drilling and septic services still get calls from the book.
Businesses That Should Skip Print
- Restaurants, bars and entertainment venues, whose customers search on phones and maps
- B2B companies and professional services that target younger executives
- E-commerce and businesses without a local service area
- Fitness, beauty and lifestyle brands aimed at customers under 50
- Any business that can’t track where its calls come from
How to Buy Smart in 2026
- Require a call-tracking number. Business numbers in the directory can be call-tracked to show whether calls came from the ad. Don’t buy without one.
- Ask for distribution counts by ZIP code. Pay only for books that reach your service area.
- Limit the contract to one year. The ownership change makes long commitments riskier.
- Compare cost per call. Weigh the result against Google Local Services Ads and Google Business Profile.
- Claim the free online listing either way. A consistent business name, address and phone number across directories supports local search and AI answer engines.
Frequently Asked Questions
Does the Yellow Pages still exist in Florida?
Yes. The phone book is still printed, and there is also an online version. The print business is being sold to Carolwood L.P., with closing expected in late 2026.
Is Yellow Pages advertising worth it?
It can be for emergency home services, senior-focused practices and rural providers. It usually isn’t for businesses whose customers are under 50.
Is a Yellow Pages listing free?
A basic listing on yellowpages.com is free. Display ads and premium placements cost extra.
Sources and Further Reading
- Business Wire, “Thryv Enters Definitive Agreement to Sell Print Business for $142 Million,” September 2026
- USA Herald, “Thryv to Sell Print Directories, Betting Its Future on AI Instead”
- Panabee, “Thryv Sells Legacy Print Business for $142 Million to Accelerate SaaS Pivot”
- Thryv, Yellow Pages FAQ
- U.S. Census Bureau, QuickFacts: Florida
- Florida Legislature, Office of Economic and Demographic Research, EconoGraphic News 2025
- The Gazette (Cedar Rapids), “Yellow Pages still a thing”
- Billy Penn, “Phone books in Philadelphia are still being delivered,” July 2023
- Search Engine Land, “Survey: Print Yellow Pages More Trusted Than Search Engines”
- Jasmine Directory, “Are People Still Using Yellow Pages?”
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