Adobe Garamond [0] is really nice to look at, I think, especially for long passages of text.
With Akzidenz-Grotesk [1] as a runner-up (and for headlines etc.).
Font fun fact: This was actually the font Massimo Vignelli originally used on the NYC subway system, before the MTA changed it to Helvetica (which is a fine choice, too, though I personally think Akzidenz (on which Helvetica is partly based) is prettier) [2].