I am not normally a grammar whore but this is the New York Times:

ITS Time to Evacuate, not it's time...

it's is possesive. its is the conjunction. confusing, I know, but you get paid to create an english newspaper, chumps...

I'm not trying to be a dick, but I think you're confused. It's vs. Its.

RE: Some Experts Say It's Time to Evacuate the Coast (for Good)