What's black and white and pink all over?

On Thursday, Oct. 1, our readers will receive a copy of the Daily Post like they've never seen.

You won't be seeing red, but you will be reading pink.

October is breast cancer awareness month and to do our part to make people aware, the Daily Post will be printed on pink paper.

It's a bit out of our routine - actually a first for the Post. But if the pink Post raises awareness and funding for the fight against breast cancer, it's worth the departure.

You see, in treating breast cancer, early detection is essential. It is our hope that the pink Post will urge, remind, spur, coax or otherwise encourage some of our readers to get checked.

In addition, Post readers and advertisers can join the effort. For those who sign up for an annual subscription to the Post as part of our Read Pink campaign, we'll split the cost and donate half ($49.50 of a $99 one-year subscription). A portion of the proceeds of advertising in the Oct. 1 pink edition will also be contributed. For more details, click on "Read Pink" at gwinnettdailypost.com.

These funds will be directed to the Sport of Giving, a Gwinnett County-based, nonprofit organization dedicated to breast cancer care and prevention. Sport of Giving formed in 2001 when a group of neighbors in the Sugarloaf area threw a tennis tournament known as Volley for a Cure to raise money for the fight against breast cancer. Since that time, the organization has added other sporting events and tournaments - all with the same goal. Sport of Giving's benefactors include Gwinnett Medical Center, the American Cancer Society's Patient Navigator Program, the Georgia Cancer Society and the supplying of breast cancer handbooks.

Also on board the "Read Pink" campaign is the Gwinnett chapter of the American Cancer Society.

So consider this fair warning. When you pick up your paper the morning of Oct. 1, its hue won't be due to a malfunctioning press or an ink fountain gone crazy. It's all part of the plan.

And if the pink Post brings about one early diagnosis for a breast cancer patient, it will all be worth it.

J.K. Murphy is the publisher of the Gwinnett Daily Post. E-mail him at jk.murphy@gwinnettdailypost.com.