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Direct Marketing Association, in a move that signals the further convergence of direct marketing and e-commerce, acquired the Association for Interactive Media. Washington-based AIM is a 5-year-old trade group for companies that do business on the Internet. AIM will operate as a subsidiary of the DMA but will retain its name.

NetCreations, New York, a Web-based list rental company, announced a partnership with LinkExchange, a service provider to Web site owners, to make NetCreations' 1.5 million-name opt-in e-mail database available to small business owners who send targeted e-mail offers.

Southwestern Bell Yellow Pages and Madison Direct Marketing, Greenwich, Conn., agreed to an alliance to offer a direct-delivery ad program for new residents. Madison will solicit new and existing clients in the package-goods, retail and direct response categories. The program will be called "Madison New Connect" and will be distributed to about 4.4 million new residents in Southwestern Bell's seven-state territory.

Valu-Rite Pharmacies, a division of McKesson Corp., and Wells Fargo Bank, both San Francisco, selected Wahlstrom/West, Santa Ana, Calif., a unit of True North Communications, as Yellow Pages agency of record. Valu-Rite was previously handled by BVK Direct, St. Louis; Leone Agency, San Francisco, handled Wells Fargo.

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