NEW YORK--The Direct Marketing Association announced Tuesday it has acquired the Internet Alliance, a Web industry trade association. The DMA's members include more than 4,500 businesses in interactive and database marketing, such as Dell Computer Corp., Gateway and Lucent Technologies. The Internet Alliance's 140 member companies include Prodigy and Bell Atlantic. Members of both associations include IBM Corp. and Microsoft Corp. "The lines between traditional business and the Internet are fading quickly. Established and successful industries are moving rapidly to coalesce with online innovators," said H. Robert Wientzen, DMA president-CEO. The Internet Alliance will operate as an independent DMA subsidiary. Last year, the DMA acquired the Association for Interactive Media, which also operates as a subsidiary of the DMA.