Vox populi best, and therefore vox pop material is usually edited down very tightly. This presents difficulties of balance, in that the selection used ought to be, from the point of view of journalistic standards, a fair cross-section of opinions. Although the two can be quite often confused, a vox pop is not a form of a survey. Each person is asked the same question; the aim is to get a variety of answers and opinions on any given subject. Journalists are usually instructed to approach a wide range of people to get varied answers from different points of view. The interviewees
Vox Media 150 million people across their digital properties. New York Media, PopSugar, "Quartz" and "Rolling Stone" joined the marketplace in May 2018. In May 2018, Comscore estimated the network reaches almost 90 percent of all internet users. With the new partners, Concert launched C-Suite to reach executives among brands such as CNBC, "Recode", "The Verge", and "Vox". Vox Creative is Vox Media's branded entertainment business. In October 2017, Vox Creative expanded to launch The Explainer Studio to bring the explainer format to brand partners. In 2016, Vox Creative's ad for "Applebee's Taste Test" won the Digiday Video Award for Best Video