Writing about the journal

Here's what I was talking about earlier. On the Fractured West journal website, they have quite a conversational, interesting style of addressing the reader, explaining what their journal is about. For example:

'Issue 4 has been a long time coming, and so came our theme: the passing of time, the arrival of seasons, the chill of rain leading to the first green shoots. The stories begin with a longing for spring, through the heat of summer, to autumnal rains and a frozen winter.'

There's also a similar, chatty tone on the Hillhead Bookclub's website (a cafe, bar, restaurant in the West End):

'A venue where left and right handers can exist in harmony without fear of persecution. A licensed land of milk & honey where the ping-pong is plentiful the computer games are retro, the cocktails arrive in gramophones and the strawberry mojitos cost nought but 3 pounds. Vintage fairs on Sundays, sewing clubs on Tuesdays, bingo on Wednesdays plus a host of other relatively interesting tit-bits. Happy days. If you're into this kind of thing...'

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What would you call that? Is that marketing?

I think it would be good to decide what the idea/ethos of our journal is, and then decide on what kind of tone we're going to take when we're writing about it. The Innocent Smoothie company have also been so successful partly because they have quite a conversational/flippant style of addressing their customers which is funny, but also communicates how passionate they are about their product. Think this could be something to think about!

Hope this makes sense. Help me out if you know what I'm talking about, ha ha!

Melissa