Sixty-nine percent of direct marketing companies polled that conduct Web site transactions are making a profit on them, up from 49% last year, according to newly released research from the Direct Marketing Association, New York. ``We're generating more sales with the ad dollars we're spending. It's hot, really hot,'' said H. Robert Wientzen, president and CEO of the DMA, in his keynote address at the DMA's 12th annual Direct Marketing to Business Conference at the Fontainebleau Hilton Resort and Towers in Miami Beach, Fla. The findings were gleaned from a DMA study that is ongoing. Research also showed that 96% of companies polled have Web sites, compared with 90% last year. ``It makes you wonder about the other 4%,'' Wientzen said. The study also has found that 82% of Web site visits were to gather marketing information, down from 88% last year. The findings are based on correspondence with 272 DMA member companies and were compiled by the WEFA Group.