Maclean's magazine has published a story on how The Beaver magazine managed its name change to Canada's History. The story, by Martin Patriquin, quotes editor Mark Reid (who, with publisher Deborah Morrison, must be shell-shocked by the worldwide, salacious attention paid to what is, after all, simply a rebranding).
“Yes, I like beavers, the animals, just as much as anybody else,” Reid said recently. “It’s a historic creature, it’s on our nickel, it’s a proud part of the fur trade. But in the 21st century, if you are going to rebrand your entire organization, including all that you do, ‘beaver’ is probably not going to be the word that best speaks to what you do, if you know what I mean.”