Canada’s second-oldest magazine has bowed to the vicissitudes of the Internet. It is changing its name because its unintended sexual connotation has caused the history journal to become snagged in Internet filters and has turned off potential readers.
The Beaver was founded in 1920 as a publication of the Hudson Bay Company, then a fur trader and now a department store chain. It has since become a broader magazine about Canadian history and politics. It will change its name to Canada’s History with its April issue, editor-in-chief Mark Reid said.
When The Beaver started publication, the name evoked Canada’s thriving fur industry, but 90 years later the fur trade has diminished and the magazine’s name has become slang for female genitals.
Reid said readers complained Internet filters were blocking emails, newsletters and other publicity material from The Beaver.
“Market research also showed us that younger Canadians, particularly women, were unlikely to buy a magazine called The Beaver,” he said.
We are a voice to you; you have been a support to us. Together we build journalism that is independent, credible and fearless. You can further help us by making a donation. This will mean a lot for our ability to bring you news, perspectives and analysis from the ground so that we can make change together.
Comments are moderated and will be published only after the site moderator’s approval. Please use a genuine email ID and provide your name. Selected comments may also be used in the ‘Letters’ section of the Down To Earth print edition.