According to the OED, it is anything that “In more extended application: that is in existence, power, favour, popularity, etc. for a short time only; short-lived; transitory.”
Usually refers to transitory printed matter.
Wikipedia has a very strange 55-item list of categories of ephemera that includes, among others:
- most wanted Iraqi trading cards
- beverage coasters
- student newspapers
- Hall passes
- airsickness bags
- visiting cards
- pictures of famous rabbis (“Gedolim pictures”)
- easter postcards
- 2005 Upper Deck trading card products
- 2008 Upper Deck trading card products
- 2009 Upper Deck trading card products
- (but not 2006, 2007, or any other year of Upper Deck trading card product
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