The Case of It's v. Its

Editing Room in the Cinema Museum, Torino, Italy

The confusion between its and it's seems to have reached epidemic proportions in the last few years, whether in quality advertising, slick magazines, various newsletters, reputable newspapers, as well as on numerous billboards. The apostrophe is used much more often than is correctly required.  I don't know about you, but it's (or its?) bothered me for some time.

The problem doesn't seem to be when to insert an apostrophe, but when to omit it. It lies with not knowing the difference between a contraction (it's) -- which is a short cut for it is or it has--, and a possessive pronoun (its), which indicates that something belongs to someone or with something else. 

 Whenever you wonder whether to use its or it's, just ask yourself the following question: Would the sentence have the same meaning if I replace it's with "it is" or "it has"? If the answer is yes, the apostrophe can stay.  If the answer is no, remove it.  For instance, how would this sound: "I don't want this book because it is edges are frayed?"  Obviously, "it's" (contraction of "it is") wouldn't make sense, so it should be "its” (possessive pronoun), because you are talking about the edges of the book.

Another way to determine whether the apostrophe should be left out, that is if what you really want is the possessive pronoun (its), is to try replacing the word with another similar pronoun, such as “my”.  If the sentence still makes sense, keep the apostrophe out. For instance, how would this sound: “I told you to stay out because my not safe inside.”  Obviously, “it’s” (contraction of “it is”) is the correct answer, since as it reads now makes no sense at all, therefore “it” would be incorrect

The following is a little quiz to illustrate the above and help you practice.  Fill in the answer in the four examples below, and compare them to the answers provided.  Once you think it through, you will always get it right.

            a/         The Cotton Tree Inn is pleased to announce _____ union with Best Western International.

            b/         Because of the near miss we had with the car last night, we have decided _____ time to replace _____ brakes.

            c/         If a toothpick inserted in _____ center comes out clean, you know _____ time to take the cake out of the oven.

            d/         _____ too late to start worrying about _____ destination now.

 For those who have similar problems with "your" and "you're", “their” and “they’re” and the like -- all cases of the difference between a possessive pronoun and a sound-alike contraction --, just follow the above principles which apply to all these examples.

Since there is no longer any excuse for such offensive misuse of the humble apostrophe, let's all go now, and sin no more. 

Answers: a/ = its           b/ = it's and its              c/ = its and it's              d/ = it's and its