So remember that post I did a little while back on the proper usage of apostrophes? I have since seen so many examples of otherwise professional companies misuing the apostrophe+s combination, that I’ve decided to set up an apostrophe patrol. Every time I catch an apostrophe misuse, I’ll post it on here (with pictures), and much shaming will occur.

Today’s Grammar Shame Award goes to Black’s Photography, for this blatant misuse on the front page of the Print Centre section of their website:

Black's Photography takes great pictures but has not-so-great grammar.

“Photobook’s”? You’re not saying “Photobook is”, as in a contraction, and you’re not saying that a Photobook owns something (as in, if a car belongs to Bob– Bob’s car), so there should not be an apostrophe there. Thank you for not putting an apostrophe in images (“image’s”) too.

If you look closely, there’s actually a second offense: “holiday’s”. Again, you’re not trying to say “holiday is”, and you’re not saying that the holiday owns anything, so there shouldn’t be an apostrophe! Two offenses in a row is not a good thing, Black’s (although, it could have been a lot worse– “Wedding’s, birthday’s, vacation’s…” and so on). Just because it’s online does not give you a reason to be unprofessional. People DO notice. And yes, it affects my opinion of you as a company. Not cool, Black’s. Not cool at all.