Business: Mad Eddie

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Despite its success in the Midwest and the Southwestern Oil Patch, Chiles' message does not seem to travel well. During a test of the radio spots in Manchester, N.H., residents said they were "irritated" by his Texas accent. Nonetheless, the tough, salty entrepreneur is preparing to expand his broadcast broadsides. On the horizon: a TV campaign now being tried out in Tucson, Oklahoma City and Florence, S.C. Chiles has toned down his language a bit for the medium, but there is no mistaking the wail of Mad Eddie.