The content of the new Beaver was broadened to "... include the whole field of travel, exploration and the trade in the Canadian North as well as the current activities and historical background of the Hudson's Bay Company and all its departments throughout Canada." Staff news was de-emphasized and would be handled by other company publications. Over the next fifty years, the magazine came into its stride. "The Beaver" came to offer a wealth of information on Canada's social, cultural, economic and commercial past.