ALBANY -- Thursday's edition of The Albany Herald that will look a little different.
It will be pink.
On Sept. 30, 2010, The Herald was printed on pink paper for the first time in support of Breast Cancer Awareness Month -- which is in October. This year, the publication has committed to thinking pink again.
Advertisements in the paper that day will include a one-inch Cancer Coalition logo, indicating that a portion of The Herald's advertising dollars from Thursday's edition will go to benefit the Southwest Georgia Cancer Coalition.
"Last year, we made a commitment to support Breast Cancer Awareness Month with a pink paper," said Albany Herald General Manager John Hetzler. "We thought it would be worthy to donate a portion of the proceeds (to the cancer coalition), which promotes the prevention of all cancers. It was local, and I know they do great work all-around.
"One month could really draw attention to what they do. The Albany Herald has a long standing in our community, and it seemed like the right thing to do."
Last year was the first that The Herald had printed its pink edition. Fifteen percent of the advertising revenue from that day was given to the Cancer Coalition.
When the 2010 pink edition printed, Hetzler said there was response from businesses that had not traditionally advertised with the paper.
Based on the feedback received in anticipation of this year's edition, the response will be similar.
"The response from advertisers has been the same as last year," Hetzler said.
The paper used for the pink edition has a higher cost and has to be ordered in early August to make it in on time. The Herald is planning to continue to publish the pink paper on an annual basis, Hetzler said.
Mandy Flynn, spokeswoman for the regional Cancer Coalition, said the organization was pleased with the response to last year's edition and is excited about what Thursday will bring.
"(Last year's pink paper) was a great success," she said. "It was great to see advertisers that day showing their support. People were excited to see the pink paper. When they saw what it was about, they were interested in finding out more. It really was a great experience for us."
The 15 percent donated from The Herald in 2010 went to education, research and outreach efforts, Flynn said.
According to National Cancer Institute estimates, 230,480 women and 2,140 men will be diagnosed with breast cancer in the United States this year. Within that same timeframe, it is estimated that 39,520 women and 450 men will die from the disease.
It is the most common cancer in women and the second-most common cause of death by cancer among white, black, Asian/Pacific Islander and American Indian/Alaskan Native women.
"The message of breast cancer awareness is a wonderful message," Flynn said. "If even a handful of people learn about it from this paper, it is worth it.
"We are grateful for everything, and we are so appreciative of all the businesses that take part."