“Market research showed us that younger Canadians and women were very very unlikely to ever buy a magazine called The Beaver” says Mark Reid, editor of the Great White North’s second oldest magazine, who doesn’t share our affinity for the double entendre. Maintaining Canada’s street cred of producing the funniest folk on earth,  he explains his mag dropping its appellation. You see the fur trade isn’t driving the economy, and fans of the history publication gets mixed up with porn sites. Just like ours!