We're not entirely sure who we were expecting to be the pitchman for The New Yorker's new iPad app. Hendrik Hertzberg? A flickering, digitally reconstituted Pauline Kael? Both good choices. Instead, the magazine enlisted the services of indie leading-man and studio picture second-banana Jason Schwartzman to explain the magazine's digital version as he showers, plays the piano, and generally moseys around in various states of undress.

We have to think this is going to confuse the magazine's core audience, except for Anthony Lane fans, who will love it.