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 SB Nation, Eater, "Polygon", Curbed and "Recode"—and formerly, Racked. Vox Media's brands are built on Concert, a publisher-led market place for advertising, and Chorus, its proprietary content management system. The company's lines of business include the publishing platform Chorus, Concert, Vox Creative, Vox Entertainment, and the Vox Media Podcast Network. Vox Media was founded in 2005 as SportsBlogs, Inc., the parent company of the sports blog network SB Nation, by political strategist Jerome Armstrong, freelance writer Tyler Bleszinski, and Markos Moulitsas (creator of Daily Kos). The site was a spin-off and expansion of Tyler Bleszinski's Oakland Athletics blog "Athletics Nation",