Two Toronto firms have formed a new joint venture to specialize in targeting direct response print advertising geographically, house by house.

AdHome has been formed by Valassis of Canada and Geomedia.

Ken Johnston will head the new company as general manager.

Johnston comes from The Gingko Group of Toronto where he had been vice-president, account services, since last October.

Valassis, sponsor of the Canadian Home Shopper Survey, has renamed the project AdHome Navigator and will soon have a database that includes demographic and shopping behavior patterns from one million Canadian households.

AdHome Impressions, its print production division known for its Shop & Save FSI, produces flyers, catalogues and AdMail.

Geomedia specializes in addressed and unaddressed delivery of direct mail.