Great magazine, wrong name
I’m a bit shocked to hear that The Beaver, my favorite magazine (and one for which I’ve written a few pieces over the years) is changing its name to Canada’s History.
It’s an accurate enough description of what this fine magazine cares about. And it’s understandable — altho regrettable — that they have to drop a name that’s been given a bad rep by people who apply a sexual meaning to the word.
But Canada’s History? Dull, dull, and for many, I’m sure a turn-off.
My concern is that the name change might turn out to be counter-productive. Instead of enticing more people to its lively, gotta read stories, it just might turn them away.
The National Post ran a full-out piece on the name change, along with a tongue-in-cheek sidebar suggesting alternate titles.
One of them, TRUE NORTH, really appeals to me.
As far as I know, none of the writers who contribute to The Beaver or any of its subscribers were ever consulted about the change. Touche, we feel it’s OUR magazine!
So here’s my appeal to Deborah Morrison and Mark Reid. Take some more time to think this through. Maybe someone with more energy than yours truly will get up a Facebook page or an online petition to try and influence their thinking.
The Globe and Mail also marks the passing of the name. James Adams, who I consider the most knowledegable media reporter in the country, says The Beaver did a lot of market research and found out that its present name was turning off potential readers.
That might be true, but there’s great danger when a company breaks links with its past. I’ve seen it happen a few times. Management decides what the company’s been doing isn’t all that smart, and a new face is needed. Remember New Coke?
I wish Canada’s History all the best, and I’ll be proud if they continue to let me write for it. But I wish they’d choose another name.
