Word: testa
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...this has changed. Today if a girl does not choose to abort her pregnancy (and some 45% of teenagers do), chances are she will keep the baby and raise it without the traditional blessings of marriage. "The shotgun marriage is a relic of the past," observes Mark Testa, of Chicago's National Opinion Research Center. With teen marriages two to three times as likely to end in divorce, he explains, "parents figure, why compound their mistake?" In 1950 fewer than 15% of teen births were illegitimate. By 1983 more than half were, and in some regions of the country...
...Marco Testa MILAN'S PITCHMAN...
...Testa, 52, is a modernist and a traditionalist. His Milan ad agency has just completed a yearlong study of consumer reaction to interactive TV ads, and he believes that "the Web is the future" for his industry. Testa, who took the reins after the death of his father and company namesake, has made the Armando Testa Agency Europe's largest independent ad firm by doubling revenues. He continues to fend off buyout offers, convinced that independence breeds creativity. "Once you're listed on the stock exchange, you have to play according to different rules," he says. --By Jeff Israely...
After DoubleTake ceased publication, Testa says, its producers “never gave up on the magazine... [They tried] every idea in the book, every idea you could think of for fundraising, affiliation possibilities—you name it.” Eventually, yet another of Coles’ long-time friends stepped in: Bruce Springsteen...
...this point, Testa’s response to a question about how DoubleTake might extend its reach beyond the intelligentsia is telling: “We do pieces that are more about regular people living their lives,” he says. The magazine will reach a broader audience, Testa argues, through an ongoing effort to “maintain the quality of the magazine, and to try to expand the readership…through the sorts of pieces that we run. We’ve won every major award that a magazine can win in a short period...