A continuous process and apparatus are disclosed for applying an adhesive coating to one surface and a release coating to an opposite surface of sheets of previously embossed and optionally decoratively printed paper, and for drying the sheets and then stacking them for processing into individual pads of embossed, self-stick, removable sheets of notepaper. Individual sheets of embossed paper are fed onto a conveyor system, and the feed and conveyor speeds are regulated so that the sheets are in slightly overlapping relationship to form an artificial web as the sheets pass continuously through release coating and adhesive coating subassemblies which continuously apply release and adhesive coatings to opposite sides of the web. Conveyor speeds downstream of the coating subassemblies are regulated to separate the web into its individual coated and embossed sheets as they pass through a dryer. A relatively high-speed stacking conveyor downstream of the dryer delivers the dried sheets one-at-a-time into a stacker where the sheets are stacked and removed to other apparatus for collating with backing sheets, cutting and trimming into multiple note pads of embossed self-stick paper.