16Hit1600
Standard English ConventionsHardIts versus it's

Standard English Conventions practice question

The company reported that ____ profits had risen for the third consecutive quarter.

Which choice completes the text so that it conforms to the conventions of Standard English?

  1. A. itsCorrect
  2. B. it's
  3. C. its'
  4. D. their

Answer: A. its

The profits belong to the company, so a possessive is needed. The possessive form of 'it' is 'its', with no apostrophe.

Why the other answers are wrong

B. it's
'it's' is a contraction of 'it is'. 'reported that it is profits had risen' doesn't work — the sentence needs the possessive.
C. its'
'its'' is not a word. The possessive 'its' never takes an apostrophe.
D. their
'their' is plural, but 'the company' is a single organisation and is treated as singular.

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