Principal John Stewart started RedZ with an eye toward developing a family-friendly search service. In the process, RedZ has discovered that combining an image-based search interface with strong pornography filters makes for an appealing search tool. RedZ is based on the principle that the relevancy of search results is the key to success for advertisers. Additionally, images have always played a major role in effective advertising, and RedZ attempts to bring this concept into its user interface. However, as the father of young children, RedZ Principal John Stewart wanted to ensure the company's graphical search results did not bring up material unsuitable for children. Consequently, RedZ filters out pornography. Contrary to popular opinion, RedZ claims that pornography and entertainment in general make up only small portions of Internet advertising revenues. RedZ cites consumer products as the biggest driver of online ad revenue, whereas the whole field of entertainment, including pornography, constitutes only five percent. Additionally, because RedZ has created a safe search service, it has gained popularity with schools and businesses that need to ensure pornographic search results are not included. RedZ has also received a good deal of media attention for this innovation, including coverage by Fox News and local television stations in Knoxville, Tennessee; Savannah, Georgia; and San Francisco, California. Initially combining thumbnail previews of websites with text descriptions, RedZ came upon its graphical search interface when technical difficulties prevented the images from displaying and the company received numerous complaints. Since version 2.0 of the service, RedZ has dispensed with text search results altogether, presenting users with between 85 and 100 graphical representations of websites in a scrollable, wheel format. RedZ’s offices are based in Tampa, Florida, and the company’s search site is located at www.redz.com.