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 "Joystiq", "Kotaku" (Brian Crecente), and "The Escapist". Staff published on "The Verge" as "Vox Games" beginning in February 2012, and launched as "Polygon" in October. The network features long-form journalism that focuses on the people making and playing the games rather than the games alone, and uses a "direct content sponsorship" model of online advertising. Christopher Grant serves as the current editor. Curbed is a real-estate and home website that reaches beyond New York City to publish in 32 markets across the U.S. It was founded in 2004 as a side project by Lockhart Steele, managing editor of Gawker Media.