Elliot Jay Stocks’ Nagging Apostrophe

Web designer/developer Elliot Jay Stocks wants you to get it right, when dealing with “its” and “it’s”. Due to my own love for grammar, I’m pointing you there:

Without any shadow of a doubt, the biggest number of mistakes I see online centre around the use of “its” and “it’s” (with most people opting for “it’s” — with the apostrophe — almost all of the time). I’m seeing these glaring mistakes crop up in blog posts by respected designers, online magazine articles, and even in official product press releases. I don’t expect to turn anyone into a pedant, but with so many people writing online today and with everyone having the potential to become an internet journalist, it’s important to get the basics right.

h/T EJS

And not for nothing: Strunk & White would tell me to say “Elliot Jay Stocks’s”.