One of Canada's longest running magazines has changed its name.
Sadly, The Beaver magazine, as we have come to know and love it, is no more, and in its place is Canada's History, which all of a sudden has become a lot less interesting.
Although the decision to change the name was made earlier this year, the relaunch happened this weekend at a party full of Canadian Beaver fans and afficionados.
Deborah Morrison, publisher of the Winnipeg-based journal, told BBC News that when the site was launched, the word beaver did not have the connotations it enjoys now. "Back in 1920, The Beaver was a perfectly appropriate name", she said. "And while its other meaning is nothing new, its ambiguity began to pose a whole new challenge with the advance of the internet. The name became an impediment to our growth."
Unfortunately for the publication, Canadian historians are unlikely to subscribe to magazines that appear to be named with such connotations, and moving with the times has meant that both the magazine and its contents would have to change.
"Readers told us through a series of tests that we did last year that they were twice as likely not to subscribe because of the name of the magazine," said Morisson in an interview with Masthead Online.
"We want to make clear what we're about. We hope that this change will pan out in increased subscription sales but we probably won't know that for another year."
Sneak was shocked because he has a thing for large, semi-aquatic rodents. Canadian history however? Much less so.
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