You know when you're reading a magazine/web site interview, how come the interviewer refers to themselves as "NME" or "DiS" or whatever?

Like:

"When Robbie Coltrane meets DiS in the downtown New York restaurant..."

"Joe Strummer once waved a knife at NME, and NME remembers it well. When NME meets him in the downtown New York restaurant..."

Just a tiny thing I've never really understood. Why not "this reporter" or "this writer"?