With a name like Beaver I’d think about changing it to

Back in the 1920’s a magazine meant for customers of a fur trading business, now a major Canadian chain of stores, the idea of calling it Beaver might have made sense – I sincerely doubt but we’ll go with that reasoning for now.

Now though the magazine has decided that just maybe a name change might be in order since it has less to do with the fur trade and more to do with Canadian history.

Readers complained that Internet filters were blocking emails and newsletters from The Beaver, Reid said. The society also had concerns about attracting readers.

“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, adding he has mixed feelings about the name change. “For whatever reasons, they are turned off by the name.”

Source:Reuters Canada

For some reason? DUH!

Ask any boy who has started puberty what the word beaver means and I can assure you it has nothing to with a magazine or a furry animal with a flat tail. I’m surprised it took them this long to begin with to change the name.