Covers Sell

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Canada’s History…Then & Now

Posted by Scott On December - 21 - 2011

Canada’s History (aka The Beaver) first debuted in 1920. 

According to an article published by the Beaver in 2004:  The magazine was launched by the Hudson Bay company.  It is Canada’s second oldest continuously published magazine (after Maclean’s).  The Beaver was created as a 250th anniversary present “devoted to The Interests of Those Who Serve the Hudson’s Bay Company.”

Published monthly for the first four years, it was complete with the news and views of happenings in the various stores and posts across Canada. The first issue appeared under the banner, The Beaver, A Journal of Progress.  The “successful name” was chosen in a staff competition, and 5000 copies were printed and distributed at a total cost of $570.

Beginning with the December 1923 issue, the Company began making the magazine available to “those not in the service” at a rate of one dollar a year, a rate still in effect well into the ’30s. The following year, the magazine ceased being a monthly publication and became a quarterly.

Significant changes took place in 1933 with the September issue. The original digest format was replaced by the standard magazine design. The revised focus was spelled out on the masthead changing from “A Journal of Progress” to “A Magazine of the North.”

In 1986, The Beaver became a bimonthly magazine. The publisher decided to break with tradition and expand the focus of the magazine to include all Canadian history — introducing Atlantic and Central Canadian stories for the first time. The masthead was revitalized to say “Exploring Canada’s History.”

The following covers show you how the magazine has been re-designed over the decades:

Launch October 1920

September 1923

September 1933

Winter 1956

Apr/May 1986

Feb/Mar 1999

Oct/Nov 2005

Feb/Mar 2008 (First SIP)

Apr/May 2010 (Re-Launch)

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About Me

Scott Bullock is a veteran circulation expert with over 38 years experience in both Canada and the United States. He has worked on trade titles such as Publisher’s Weekly, Library Journal, School Library Journal and Small Press in the USA. In consumer magazines, Scott was the Circulation Director for D Magazine (the city magazine of Dallas, Texas), and in Canada he was the Circulation Director for Toronto Life, Fashion, and Canadian Art. From 2000 to 2004, Scott was a partner at Coast to Coast Newsstand Services. Scott has also held the post of VP Sales & Marketing, for CDS Global, Canada. Currently, CoversSell.Com is Scott’s circulation consultancy. Active clients include: Fly Fusion, Canadian Geographic, Canadian House & Home, Canada’s History, Canadian Real Estate Wealth, Canadian Woodworking, Canadian Cycling, Canadian Running, Canadian Scrapbooker, Legion, Harrowsmith, SkyNews, and SuperTrax.

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