"If, for a limited time, you go to The New Yorker's Facebook page and "like" it, you will gain access to a new essay from [Jonathan] Franzen that is also available to paying print and iPad subscribers. ... Facebook has become vital to publishers. For many, the social network is among the two or three biggest drivers of traffic, often eclipsing even Google searches and making Twitter look like a ghost town in comparison.... The New Yorker's stated goal of generating engagement on its page couldn't be more sensible, especially as the literary brand, which once seemed to regard its website as though it were a misplaced umlaut that made it into print, invests more and more in its digital operation through its iPad app, blogs and podcasts. "