No one seems to know.
Tara says "TAT-uh" (Similar to "Hey, Batta, Batta, SWING, Batta")
Sarah says "TAY-tuh" (Similar to Sling Blade's " I'm gonna take me some of these taters home with me")
Some of the rest of us apparently say "TAH tah" (like Val's bodacious tatas)
I assume somewhere, someone says "Tah TAH" (like a magician might says on unveiling a rabbit)
TL, DR: This is the most anyone has ever talked about Joe E. Tata.