After reading that article, I went to my garage and pulled out an old fly reel I had. It is a Pflueger Hawkeye from the early 1900's. I did a google search and found a collector. After he looked at the pictures he offered me $450! I found that they are selling from $300 to $900.
I also have an old wood Rapala that is worth about $35. I had the most success finding out by typing the name of the lure or reel into the google toolbar and checking the hits. You can check ebay, go to advanced search and select completed auctions only and it will tell you what sold in the last 3-4 weeks or so. I don't know how to get archive information any older than that.
One of the hits I found is
Old Fishing Stuff Dot Com . It's got a lot of information including more info on the $100,000 lure sale.