Quote:
Originally Posted by pholy
Oh, D..n! I thought I was nearly finished proofing three books full of "mount'n boy" talk, and all the apostrophes are & # 8217; instead of & # 39; - I blame the quoter program I found.
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That's fine, the typographically good apostrophe is &# 8217; (same as &#rsquo;), while &# 39; (or ') is the straight, ugly apostrophe or single quote, which can be mostly written just as '.
The pages mentioned by charleski are about the use of the straight apostrophe in HTML, but ePUB uses XHTML, so ' can be used (though, as I mentioned, is mostly unneeded).