Before you write a comment informing me that I’ve made one of the most boneheaded grammatical errors…I haven’t. I know exactly when you do and don’t use an apostrophe between “it” and “s” and used it quite precisely in this case.
This case? The May 2001 “disContent” column, one of the 73 you’ll find in disContent: The Complete Collection. Did I mention that this limited edition beautiful 6×9 hardbound (casebound) book is available now?
Here’s the beginning of that column:
Sometimes an item in the press can push you over the edge. The following item in the December 26, 2000 [Inside] (the print magazine) served as the trigger for this month’s hunk of discontent: “Sony markets content. Sony markets hardware that plays Sony content. Now Sony provides a virtual space where the devoted can share their passion for All Things Sony…” There’s more, but the first two sentences told me that it’s time. That is, it’s time to say that only middlemen buy content.
Sony manufactures and markets motion pictures and sound recordings. Sony also manufactures and markets devices to play back sound recordings, television programs, and motion pictures converted to analog or digital video form—and another range of devices to create and manipulate video and sound recordings, as well as forms of digital data. In general, Sony does not make hardware that favors Sony sound and video over other suppliers (MiniDisc and SACD may be temporary exceptions).
Sony does not market content. I have never seen a Sony ad that urges me to “Go buy some Sony content.” But then, I’ve never gone into Tower and said, “I want $100 worth of content.” Neither, I would suggest, has anybody else.