Richard Bachman is a pseudonym for American writer, Stephen King. The picture that appeared on Bachman's book were actually that of Richard Manuel, the insurance agent of Kirby McCauley, who was King's literary agent.
The pseudonym was created by King for two main reasons: because the general view of publishers at the time was writers should be limited to a book a year and he wanted to see if he could re-build his fame once again.
It was later found out that King was in fact Bachman by the similiarities in writing style as well as an eager fan scrolling through American Writer's records- which led him to finding Bachman's address as being King's.
Even though he was exposed, King still writes novels as Richard Bachman and Stephen King's novel, The Dark Half, was based on the main character's struggle with his pseudonym, which eventually materializes into a real person.