Wednesday, January 13, 2010

Historic Magazine Changes Name, Beaver Has Different Connotation These Days

Posted By on Wed, Jan 13, 2010 at 4:06 PM

click to enlarge beavermag.jpg
I still recall the outrage a few years back when Riverfront Times published a story in which we sampled and reviewed the muskrat, opossum, raccoon and other varmints for sale at Soulard's Farmer Market.

It wasn't the vegetarians who complained. It was those who objected to the headline of the article: "Eat More Beaver"

As unfortunate as that was, worse is news this week that Canada's second-oldest magazine, The Beaver, is changing its name. The publication was founded in 1920 to honor the nation's historic fur trade, but today the term "beaver" has taken on a new meaning says publisher Deborah Morrison. 
"The Beaver was an impediment online," Morrison told the AFP. "Nearly a century ago, it probably seemed the perfect name for a magazine about the fur trade and Canada's northwest frontier. There was only one interpretation for the word then."
The magazine has re-launched calling itself, Canada's History -- a name, no doubt, that will make it easier for readers to take it into the restroom without receiving glares.

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