What's in a Name?

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John Schuster, the Weekly's intrepid Media Watch guy, reported in this week's issue that the Arizona Daily Star management issued an internal memo about clamping down on avoidable errors in stories, such as misspelled names. You can imagine my surprise, then, when I found a Nov. 26 article on Bookmans that was replete with so-called avoidable errors. You see, the store doesn't have an apostrophe in its name, yet Rob O'Dell's piece had it spelled "Bookman's" 13 times -- including once in the headline. (Fourteen times, if you include the "Bookman's" in the cutline for the accompanying art.) It was also spelled incorrectly in a Nov. 27 letter to the editor about the story.

A quick visit to the store's Web site shows no apostrophe anywhere, but just to be sure, I called their corporate office. Sheila Kressler-Crowley, who handles community relations, confirmed that the name is apostrophe-free. She also noted that the article referred to them as "Bookman's Used Books, Music and Software," when the actual title is "Bookmans Entertainment Exchange."

Tsk, tsk. Maybe it's time to send out another memo.

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