Canadian History Magazine The Beaver Finally Gets The Joke

Canada’s second oldest magazine is a 90-year-old history publication that, back in 1920, no one would have ever thought to laugh at. But things are a bit different in 2010, and the magazine’s title, The Beaver, no longer brings to mind those furry, little industrious animals.

The Beaver‘s editor-in-chief Mark Reid told Reuters today, “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…For whatever reasons, they are turned off by the name.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in