A Philadelphia start-up sees a rewarding afterlife for yesterday's news. Eyeing a $100-million market with no clear leader, Green Technologies has set out to make insulation out of recycled newsprint and a fire-retardant material. Green's cellulose insulation is more energy efficient than fiberglass, president Rich Green reports, and it may create markets for tons of newsprint glutting landfills and recycling plants. Obvious distribution channels exist among contractors and building-supply retailers, he says, but a plum opportunity resides in government programs to insulate low-income housing.

-- Anne Murphy