How ‘The Beaver’ lost its name
By Martin Patriquin - Wednesday, February 17, 2010 - 4 Comments
The story of how the Canadian magazine solved its 90-year-old branding problem
The Beaver is no longer, killed off on its 90th birthday. As of its April issue, the name of Canada’s second oldest magazine has been scrubbed from the masthead, replaced with Canada’s History. Though its staff says the name change is necessary to reflect its evolution—“We’ve become a multi-platform magazine,” says editor Mark Reid—the main reason was to put an end to the snickering, once and for all.
Call it death by double entendre. Rarely has the title evoked only the industrious, slick-haired rodent. The term’s other, more carnal meaning, a slang term for a specific part of the female anatomy, has been a distraction for years, cheapening this earnest, wholesome publication, clogging subscriber spam filters and ultimately hurting its bottom line. “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.”
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Is a therapist allowed to do that?
By Nicholas Köhler - Thursday, May 28, 2009 at 10:40 AM - 9 Comments
In the drama ‘In Treatment,’ Dr. Paul Weston seems to have a problem with boundaries
Early on in the half-hour HBO drama In Treatment, Dr. Paul Weston, a therapist portrayed with understated aplomb by the Irish actor Gabriel Byrne, is seen struggling to unclog the toilet in his home practice. Soon, Laura arrives, an alluring 30-year-old anesthesiologist who insists both that she is in love with him and that he secretly loves her. “I am not a realistic option,” Paul tells her, addressing an infatuation common to psychoanalysis called erotic transference. Suddenly, Laura stands. “I need to pee,” she says. “It’s blocked up,” replies Paul. Laura moves to the door to Paul’s home, domain of his wife and children. Paul grows uncomfortable. “I bet that didn’t come up in med school—a patient in love with the therapist asks to use a bathroom,” says Laura. “What should the therapist do?”Actually, the question rarely comes up. “This is why I have ambivalence about the show, it seems like there’s a career’s worth of ethical dilemmas in every season,” says Ryan Howes, an L.A. psychologist who groans each time an episode appears in his TiVo cue, so much does it feel like a continuation of his workday. “I find myself doing a lot of backseat driving.” Yet he’s hooked, as are many therapists, who hail the drama as the most accurate depiction of their work yet to hit movie and TV screens. At once cerebral and earthy—how often do TV plots turn on a toilet plunger?—as well as gloriously talky, In Treatment, now in its second season on HBO Canada, is as close to theatre as it is to the 50-minute sessions it so faithfully reproduces. And it’s at least as prone to hyperbole.
