"To be perfectly blunt about it, The Beaver was an impediment on the Internet. 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?' ... There were some really unfortunate but practical reasons why The Beaver couldn't be the universal brand. That's the factor why it was a deterrent — particularly amongst women and people under the age of 45. Unfortunately, sometimes words take on an identity that wasn't intended in 1920, when it was all about the fur trade."

— Deborah Morrison, president of Canada's National History Society, explains why The Beaver, Canada's second-oldest history magazine has decided to change its name to the very straightforward and respectable Canada's History.