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 company tracked at the time. In 2011, Bankoff hired a number of former writers from AOL's technology blog "Engadget", including former editor-in-chief Joshua Topolsky, to build a new technology-oriented website. They had originally left AOL following a series of conflicts between Topolsky and Michael Arrington, author of "TechCrunch" (which AOL had recently acquired), and the leak of an internal training document that outlined a content strategy for AOL's blogs that prioritized profitability. Bankoff felt that a technology-oriented website would complement SB Nation due to their overlapping demographics. In November, the renamed Vox Media officially launched "The Verge", with Topolsky as