Radio spots turn retailer into the 'Green Guru'

By JIM CAVAN The Green Alliance

Monday, January 10, 2011

Courtesy photo Paul Keegan, the owner of Portsmouth's 1 World Trading Company, and now a radio personality.

PORTSMOUTH — Normally, Paul Keegan wouldn't be one for dramatic or iconic titles. Indeed, the owner of Portsmouth's 1 World Trading Company tends to strike those who meet him as equal parts humble and accessible. And while his store ¿ a catch-all for green and eco-friendly gifts, clothing, housewares and cleaning products -- can't help but reflect an unmistakable aura of idealism, a short conversation with Keegan himself is anything but pretentious.

But that was before local Portsmouth community radio station 101.5 WXGR decided to partner with Keegan on a series of "green tips," to be broadcast regularly on the world music-oriented channel. That's not to say Keegan's new gig suddenly turned him into Howard Stern -- quite the contrary. However, accepting the personality-driven nature of the medium for what it is, Keegan and WXGR director Rob Connelly knew they needed a persona that the eco-friendly Seacoast listener could easily identify with. After a few moments' thought, Keegan settled on a winner.

Ladies and gentlemen, say hello to the "Green Guru."
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