Canadian Magazine Industry News
11 January 2010,     WINNIPEG
The Beaver: Canada’s History Magazine gets a name change
After 90 years with the name, The Beaver: Canada’s History Magazine is changing to Canada’s History. The reason, says publisher Deborah Morisson is to reflect changes in the content of the magazine as well as clear up any misconceptions.
Mockup of Canada's History
Mockup of Canada's History

“Readers told us through a series of tests that we did last year that they were twice as likely not to subscribe because of the name of the magazine,” says Morisson. “We want to make clear what we’re about. We hope that this change will pan out in increased subscription sales but we probably won’t know that for another year.”

You can’t change the name of a magazine without changing the content, says Morisson so it is being redesigned to allow for greater flexibility. “That might mean allowing for change in the kind of features that we do, or making shorter, newsier pieces at the front of the magazine.”

The name change will take effect with the April issue of the magazine. A launch party for the renamed website and magazine will be held in Toronto on March 25, check Masthead for details as they become available.

The Beaver: Canada’s History Magazine is published by Canada’s National History Society. It has a paid circulation of 49,000 and is published 11 times per year.

— Val Maloney
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