Since 1920, the venerable Beaver Magazine has been celebrating Canadian culture, history and natural treasures.

But apparently, with all this new-fangled technology, the mag is suffering a bit of an identity crisis. It seems that porn surfers are flocking to their site looking for content that’s more south of the border, if you know what we mean. And when they see pictures of polar bears on ice floes and Cunucks with curling brooms, they’re a bit confused.

Spam filters are equally confused, and are making it a habit of blocking the pub’s online e-newsletters.

“To be perfectly blunt about it, ‘The Beaver’ was an impediment on the Internet,” said Deborah Morrison, president of Canada’s National History Society. “Unfortunately, sometimes words take on an identity that wasn’t intended in 1920, when it was all about the fur trade.”

Yo, World Wide Web, don’t you think you’re being a little hard on the Beaver?

In an effort to avoid a constant stream of pantless old men clogging up the complaint lines, The Beaver is changing its name.

New monikers under consideration include: The Bearded Clam Magazine (to celebrate Canada’s rich history of seafood), Muff Magazine (to honor Canada’s advancements in cold-weather gear), and Axe Wound Magazine (to celebrate the country’s lumberjacking trade).