Bidding Farewell To The Beaver
January 17, 2010 No Comments
The word “Beaver” is apparently so distasteful that many Canadians would refuse to buy a magazine of that name, whatever the topic.
This has prompted Canada’s second oldest magazine, The Beaver, to change its name.
The journal and related emails were being relegated to the spam folder because of the sexual connotations of the name.
But this was not an issue in 1920, when the history magazine was founded. The name was originally intended to evoke the fur trade, historically one of Canada’s main industries.
Editor-in-chief Mark Reid said on Tuesday that the name would be changed to Canada’s History.
“Market research showed us that younger Canadians and women were very very unlikely to ever buy a magazine called The Beaver no matter what it’s about,” said Reid. “For whatever reasons, they are turned off by the name.”
He did not comment about the scores of teenagers that the magazine has disappointed over the years.
