The short story: ephemeral?

I’ve been thinking further on my post from a few days ago. Commenting on that post, Satima said:

‘The short story, almost by definition, is ephemeral. With the exception of the odd classic such as “The Monkey’s Paw” and “The Ten Billion Names of God”, the reader will probably not remember the name or the content of any given short story.’

This sentiment stopped me in my tracks.

I know I’m the exception rather than the rule when it comes to reading short stories, particularly local stuff. For the last four years, I’ve read every Aussie horror short story and the lion’s share of the SF & F stories, too. I do this for various reasons: because I’ve been an award judge, because I’m reviewing for HorrorScope, or simply because I like reading local short fiction and following the burgeoning careers of my peers. That’s me, but what about everyone else?

Here’s what I’d like to know (in the comments):
1. Do others consider the short story to be ephemeral?
2. If not, then what Australian SF/F/Horror stories have people read (ever) that left a lasting impression?
3. Which Australian SF/F/Horror short fiction magazines/anthologies have people been reading in the last two years (if any)? Comments of ‘none’ are welcome.
4. Is it your impression that the small press primarily consists of writers trying to get their work published rather than readers (i.e. non-writers) actively interested in reading short stories?