Hi, I thought this might already be on here, since its fairly old news, but found nothing on the search so:

I would like to find out what the serif font is in the new(ish) Bloomberg Businessweek design. The sans I believe is the Haas Grotesk by Schwartzco Inc. (http://christianschwartz.com/haasgrotesk.shtml), but I can't figure out the text font. I feel a little stupid because I'm sure this has been talked about, but google gave me nothing.

Thanks,
Gabriel