In 1907, Sears came up with a fantastic new idea for marketing to pregnant women: it hired Mrs. Eliza Emerson Goff to organize all its maternity and baby goods, from maternity corsets to nursing blouses to layettes, rattles and doctors’ kits for home births, into a single catalog. Sears advertised its catalog in Women’s Home Companion and other women’s magazines, with a personal note from Mrs. Goff: “Let me send you a free copy of THE BABY BOOK. It will tell you many things t