The easiest place to begin is to quote directly from the ephemera entry on Wikipedia and then go into some other details about vintage paper products:
EPHEMERA
is transitory written and printed matter, not intended to be retained or preserved. The word derives from the Greek, meaning things lasting no more than a day. Some collectible ephemera are advertising trade cards, airsickness bags, baseball cards, bookmarks, cigarette cards, greeting cards, letters, pamphlets, photographs, postcards, posters, stock certificates, tickets, and zines...

...In library and information science, the term ephemera also describes the class of published single-sheet or single page documents which are meant to be thrown away after one use. This classification excludes simple letters and photographs with no printing on them, which are considered manuscripts or typescripts. Large academic and national libraries and museums may collect, organize, and preserve ephemera as history.

By virtue of this definition, then, The Ephemera Society of America, while being an outstanding organization, is not necessary. If ephemera is transitory and not intended to last, why therefore is there a society to preserve it?
Ahhhh... because the preservation of paper items now takes on a new dimension. The diminished use of paper in personal communications. We are even told to send eCards for Christmas or Valentine's Day because it will save our planet. Huh? Regardless of any conversation, discussion, or reasoning -- collecting old pieces of paper is a joyous hobby. Creating 3-D assemblage art from ephemera is my passion.

Peruse and enjoy. Perhaps you too will begin to embrace the fascination of ephemera.

Paper -- Fleeting, transitory, and perhaps doomed?

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