Canada can’t handle the The Beaver

Okay, so Canada finally got the joke. The country’s second-oldest magazine, The Beaver (yes, it is SFW), is changing its name. Apparently, according to Reuters, the name has an “unintended sexual connotation.” It’s more than just the jokes, though. Internet filters have blocked access to the history journal because the vast majority of people associate The Beaver with … well, you know.

The Beaver first came to Canada in 1920, published by the Hudson’s Bay Company, which was a fur trader at the time (now it’s a department store chain). Since then, The Beaver has found broader appeal by stretching to include other issues. To reflect this new focus — and get people to stop snickering — the publication’s name will be Canada’s History. This will commence with the April issue of the magazine.

The name change could also come with an increase in circulation. According to Mark Reid, the magazine’s editor-in-chief, “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.”

Duh, Mark. Of course they won’t buy a magazine called The Beaver. They’d read it online.

[Photo by stevehdc via Flickr]%Gallery-73517%