beaver-trudeau.jpgCanada’s second oldest magazine is a 90-year-old history publication that, back in 1920, no one would have ever thought to laugh at. But things are a bit different in 2010, and the magazine’s title, The Beaver, no longer brings to mind those furry, little industrious animals.

The Beaver‘s editor-in-chief Mark Reid told Reuters today, “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…For whatever reasons, they are turned off by the name.” Its emails were also getting snagged by readers’ spam filters, Reuters added.

Come April, The Beaver will change its name to Canada’s History. Reuters added that when founded, the magazine’s title “evoked only Canada’s thriving fur industry.” We bet.

Read More: Canada history magazine drops double-entendre name –Reuters