The National Postreports that the The Beaver, Canada's second oldest magazine, is changing its name after 90 years. The Canadian history magazine's name was causing problems on the Internet, especially with spam filters.
But Deborah Morrison, president of Canada's National History Society and the longtime publisher of The Beaver, told Canwest News Service that the unfortunate double entendre has posed serious difficulties for several years as the magazine attempted to attract new, younger, Web-based customers to bolster its loyal but aging base of about 50,000 print subscribers.
"To be perfectly blunt about it, The Beaver was an impediment on the Internet," she said. "People were literally writing us and saying, 'We can't get your e-newsletter because it's being spam-filtered out, can you change the title of the heading?' "
The magazine's name referred to the fur trade when it was launched in 1920. The Beaver will become Canada's History starting with the April, 2010 issue.
The National Post 
