Like its namesake mayfly, paper ephemera is expected to be short-lived. Yet many interesting bits and pieces of it have aged gracefully in historically "conservative" Pennsylvania Dutch country.                                           

Local historian Clarence E. Spohn has written a new book on this unusually long-lived local ephemera. "An Illustrated History of Paper Advertising in the Cocalico Valley: 1795 through 1950," is being published by the Historical Society of the Cocalico Valley in a limited, numbered edition of 700 copies. All proceeds benefit the historical society.

The book will feature about 650 examples of paper advertisements for northeastern Lancaster County businesses and events — including postcards, handbills, ink blotters, fans and matchbooks — in a 240-page, full-color hardcover volume, according to the author.

The first of its 12 chapters concentrates on early newspapers, including The Ephrata Review, the Denver Semi-Weekly Press, Ephrata Ensign, Akron Item, Clay Township Record, Ephrata Mountain Echo and The Matrimonial Review, of Farmersville.

Chapter 2 concentrates on local advertising in the late 18th through early 19th centuries, as well as public sale broadsides and handbills from the early 19th century through 1950.

Chapters 3-11 cover ads for general merchandise, dry goods and department stores; drug stores; clothing and shoes/boots; hardware, lumber, coal, stone and gas; groceries, bakeries, butchers and restaurants; hotels, liquor and cigars; transportation; furniture and appliances; and miscellaneous businesses.

The last chapter deals with advertised events, such as church activities, dances, theatrical productions and sporting events, including Louis Armstrong's performance July 12, 1947, at a carnival in Adamstown.

In addition to the art, the book also offers short histories of the businesses and events promoted, Spohn noted.

Area residents likely will recognize Royer's Drug Store, Ephrata National Bank, Cox's Drug Store, Givler's Grocery Store and other stores owned by R.M. Hyman (Adamstown), A.G. Killian (Akron), W.L. Marburger (Denver), H.S. Eberly (Durlach), J.H. Herr & J.R. Pott (Ephrata), Hannah Holsinger (Hinkletown), A.B. Hollinger (Lincoln), J. R. Reddig (Reamstown), E.S. Hassler & Owen Brunner (Reinholds), E.R. Brown (Stevens) and Elias Stober (Schoeneck).

Just as interesting as the ads themselves are the prices they tout. Around 1899, W.S. Plum, Stevens, sold 56-piece dinner sets for $2.50 and solid gold rings for 75 cents to $3.50. In 1931 the Central Store, Ephrata, sold printed rayon crepe dresses for $1, and "fine calf handbags" for $1.98.

Books, priced at $40 each, can be reserved by mailing payment to "Illustrated History," c/o Historical Society of the Cocalico Valley, P.O. Box 193, Ephrata, PA 17522. Those who want  books mailed to them must add $11.50 for each book. In early December, buyers will be notified by telephone as to when books can be picked up at the historical society library, 237 W. Main St., Ephrata.