Just as Home Depot has made life miserable for local hardware stores from coast to coast, Countrywide Credit Industries Inc. wants to take market share from lenders across the country.

The Calabasas, Calif.-based company is spending $40 million annually to make a name for itself, including $20 million in media advertising. As a first step, it has begun to sponsor a televised seniors golfing tournament, the Tradition.

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