London, Jan 13 (ANI): Canada's second-oldest magazine, The Beaver, has been forced to change its name as it is putting off online readers owing to the unintended sexual connotation in title.
The Beaver was founded in 1920 as a publication of the Hudson's Bay Company, then a fur trader and now a department store chain.
Since then, it has become a broader magazine about Canadian history and will change its name to 'Canada's History' with its April issue, editor-in-chief Mark Reid said yesterday.
At the time of its publication, the magazine's name evoked only Canada's thriving fur industry, but now the name has diminished and has become slang for female genitals.eaders complained that Internet filters were blocking e-mails and newsletters from The Beaver, said Reid.
The society also had concerns about attracting readers.
"Market research showed us that younger Canadians and women were very unlikely ever to buy a magazine called The Beaver, no matter what it's about," the Scotsman quoted Reid, as saying.
However, he added that he had mixed feelings about the publication's change of name.
"For whatever reasons, they are turned off by the name," he said. (ANI)
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