ALBANY — Today’s Herald has been printed on pink paper.
There is a good cause behind it.
On Sept. 30, 2010, The Albany 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 is thinking pink again.
Advertisements in the paper today have a one-inch Cancer Coalition logo, indicating that a portion of The Herald’s advertising dollars from this edition will go to benefit the Southwest Georgia Cancer Coalition.
“The staff has been excited and (advertising) sales have been brisk on it,” said John Hetzler, general manager of The Herald. “(Herald Advertising Director) Kevin Austin has told me that it’s picked up big time in the last week.
“Early indications are that it will be more meaty this year.”
The Herald’s website, www.albanyherald.com, is also pink today.
Fifteen percent of the advertising revenue from the 2010 pink edition was given to the Cancer Coalition, which went to the organization’s education, research and outreach efforts.
Hetzler said The Herald would likely be giving a similar percentage from this year’s proceeds.
“That’s a lot of revenue we are directing to the Southwest Georgia Cancer Coalition,” he said. “Throughout the year, someone might make a comment (about the pink edition). It makes it worthwhile.
“It’s an opportunity for The Herald to change the life of one or more individuals impacted by cancer.”
In the process it takes to make the pink paper successful, officials at The Herald have not lost sight of the impact it has on the coalition.
“The staff, the board, the leadership and the volunteers have expressed that they are so pleased to see the support of The Herald and its advertisers,” said Cancer Coalition CEO Diane Fletcher. “It’s a wonderful opportunity to see that support.
“Every person I’ve met in Southwest Georgia has someone they know that has been touched by cancer. It’s an important part of the Cancer Coalition’s job to get the word out (on all the things that relate to cancer awareness).”
The funds donated from the pink paper proceeds are expected to be earmarked for the same things they were last year, Fletcher said.
Fletcher also indicated that it is appropriate for the revenue from today’s edition to go to the Cancer Coalition’s education effort.
“It is a different way of getting the message out,” she said. “People are more likely to purchase it (the pink paper) or look at it because it draws attention. It’s an innovative way of increasing breast cancer awareness.
“We are just thrilled because The Herald has a wide distribution area. It is a widespread method of bringing awareness.”
From Fletcher’s end, last year’s edition proved effective with the feedback being “overwhelmingly positive.”
The coalition expects a similar, if not better response, this year.
“People have been talking about it for months in anticipation of it coming out,” Fletcher said. “I think there will be an even greater response (this year).
“We are very grateful to be named the beneficiary. One hundred percent of the proceeds will stay locally.”
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 the same time frame, 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.