ALBANY, Ga. -- For the third year, The Albany Herald is going pink on Thursday as part of an annual effort to support breast cancer awareness.
The "pink paper" is being printed ahead of Breast Cancer Awareness Month, which starts Monday.
In addition to helping raise awareness of the disease, a portion of the advertising proceeds from Thursday's edition will be going to the Cancer Coalition of South Georgia.
"The Cancer Coalition is very grateful to The Herald for once again printing on pink paper," said Cancer Coalition CEO Diane Fletcher. "A key part of our mission is to increase awareness. With October being Breast Cancer Awareness Month, it is a great way for the public to be reminded."
On the last Thursday in September since 2010, in addition to the paper being printed a different color, there have also been one-inch logos denoting support for the cause appearing throughout the paper. That will continue this year, with ribbons expected to be visible throughout the advertisements.
"The advertisers love it (because of the benefit to the Cancer Coalition)," said Scott Brooks, sales and marketing director with The Herald. "We are excited to do it. The (Herald) staff gets into it.
"We have done better (on selling advertising space) than in years past. We are pleased about that."
A percentage of the revenue generated for Thursday's paper will go to the Cancer Coalition, Brooks said.
"We've set a precedent of doing it (the pink paper)," he said. "We will keep doing it as long as we have advertisers who want to do it. We have no plans to discontinue it."
The publication's website, www.albanyherald.com, will also be pink on Thursday, Brooks said.
Based on the feedback Fletcher said she has gotten since the first pink paper was published, it has had a positive impact on the coalition's mission.
"The paper in and of itself is educating (about breast cancer) by bringing it to the forefront," she said.
The proceeds raised will be going back into the organization's public outreach efforts, Fletcher said.
"The bottom line is that we want people to be aware and well informed," she said. "From what I've seen, with it (the pink paper) being done annually, it generates more interest over time. People look for it now."
There are other ways the Cancer Coalition is aiming to raise breast cancer awareness. There is a text alert set up so that people can text the word "Cancer" to 31010 to receive helpful tips relating to cancer -- for which officials are expecting to focus more on breast cancer during October.
Officials with the coalition say they will also be using the organization's Facebook and Twitter accounts to update followers and those who "Like" the Cancer Coalition on information regarding breast cancer in the coming weeks.
Breast cancer, while more common in women, has been known to impact men as well. The National Cancer Institute estimates 226,870 new cases in women, and 2,190 in men, for this year. At the same time, 39,510 women were expected to succumb to the illness along with 410 men.