These are articles from The Crack's website. The writers of the articles use personal pronouns such as 'I' a lot, informal language such as 'snuggle' and 'erm', and a repeated sue of exclamation points to make the article sound more exciting and to replicate the writer's feelings of excitement/astonishment. This all makes the articles sound more friendly to the reader, thus making them more enjoyable. However, there is still polysyllabic language such as 'purloined' and 'homogenised' to show that the writer is professional, which makes the reader more likely to take the information and opinions in the article seriously.
In my own articles for my magazine and website I will have to replicate this balance of informal and polysyllabic language, as it is appealing to my target audience.