- The Beaver gets a new name [CBC News] – An iconic Canadian history magazine is changing its name to avoid a variety of misunderstandings. The current issue of the 90-year-old Winnipeg bi-monthly, The Beaver: Canada's History Magazine, is the final one to have that name on the cover. In April, the magazine will be known as Canada's History.
"Use of the word 'beaver' on the internet has taken on an identity that nobody could have perceived in 1920," said Deborah Morrison, president of Canada's National Historical Society. "And increasingly, if we put 'The Beaver' in a heading, we would be spam-filtered out."
The society also conducted market research last year with readers, and the conclusion was that the current name was just not working as an appropriate title, she said.
"Canadians were twice as likely not to subscribe because of the title of the magazine, even if they showed an interest in Canadian history," Morrison said, adding there were also a lot of people who thought the magazine was a nature publication.