The apostrophe that nearly made Kate pregnant

Hats off to the The Sunday Express for their front page headline in yesterday's edition, with one very cleverly placed apostrophe, which, if unnoticed, would have given the story a an entirely new meaning: Kate & Will's Hope for Children.

At first glance, the heading sounds like an official confirmation, by Kate and William, that they are indeed trying to start a family – news which would have delighted royal womb watchers.

The placement of the apostrophe is so cheekily subtle, hooked, almost like an afterthought, on the side of the  "s" in Wills, that many readers will not have seen it and may have bought the paper hoping to read a story about Kate' Middleton's impending pregnancy.

Notice how the order of the names is also intentional: Wills and Kate's would have necessitated an "s" after the apostrophe, making it too obviously into a possessive case.

The article is actually about a charity for disadvantaged children the royal couple is supporting. A non-story with a sensational story heading.

Brilliant subbing job.

What a difference an apostrophe makes.