Research - Metal Hammer - Editors Letter

In the editors letter for the magazine 'Metal Hammer' the editor uses a string of techniques to make the reader feel comfortable, and to draw them into buying the magazine, even to an extent of buying the magazine on a regular basis.
 Firstly, the editor begins his letter with ' Up until that 1991 release, metal was this weird mutant musical anomaly in the eyes of the mainstream.'
Starting the letter with these choice of words means two things:
Firstly, the editor begins his letter as if he is a friend, he makes you feel comfortable and starts with the letter like he is in mid conversation with you, as if you've never stopped talking, and so therefore you might be drawn into buying/reading the magazine.
Secondly, with the words 'Metal was this weird mutant musical anomaly in the eyes of the mainstream' shows that he can relate to the audience, as the music that the readers and he love, 'the mainstream' didn't understand them and their love of music, and so that builds a friendship between the editor and the readers because they were 'alienated' from the rest of the world because they didn't understand their beloved metal music.
 To further the ideology that an editor tries to welcome the reader by being 'casual' and 'friendly' the editor (especially in this case) uses informal language, to make you feel as if they are a real person, and that they're not just following the script but actually speaking their own mind by talking about their opinions and using their choice of words.
This happens in the magazine 'Heavy metal' and here is an example: 'Something that was made for radio and indeed the charts while remaining resolutely heavy as shit.'
In this example, the editor uses profanity so it makes the reader think that someone real, has actually written the editors note, and again by using informal language, it makes the reader feel as if they were with a friend, and that they are reading the words of an actual person, not a 'corporate editor' of the magazine, emphasising that it feels 'real.'
 In the editors letter for Metal Hammer, there is also a picture of the editor himself, and this tells the reader that he himself, has written this letter to them, but also so they can see that the editor is just another fan, and is just like the reader.
The picture of the editor in Metal Hammer, I believe is the kind of person that is their target audience for the magazine.
I believe the target audience for their magazine is a male, in his late 30s to late 40s, and I believe this because of the band on the front cover of the magazine.
Metallica are a legendary heavy metal band and it is no secret that they have been around for years, and mostly an older audience listen to them because they've grown up with the band itself, reason being why I believe that their target audience is a male in his late 30s to his late 40s, and the picture of the editor of the magazine supports my opinion. Featuring Metalica is the USP for this months editions of Metal Hammer Magazine.