When copywriters write headlines, endlines and slogans, we normally try to keep them brief. Our thinking is that short lines are more likely to grab the reader’s attention than long ones. And like a small snack, short copy is easier to digest than a mouthful of words. Short is simple. Less is more. That’s why […]
The UK bookseller Waterstones [sic] has been doing some odd things lately. Last week, much to the horror of grammarians, the store announced it was dropping its apostrophe. This is not the first instance of the company’s strange behaviour though. Just before Christmas I spotted one of its posters, shown on the left. So, what’s […]
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