The Big Issue is published on behalf of the homeless, seeking to raise funds for those who find themselves in this situation. It is not available through the usual outlets but is sold by vendors, homeless themselves, on the streets of our major cities.
Readers are likely to be young, rather than middle-aged, and relatively affluent.
Understanding your readership is vital in any form of journalism. She leaves us in no doubt here. Sunbeds are dangerous and those who use them are vain and stupid. Those who supply the habit are exploitative. The message is serious but the tone is generally relatively light-hearted.