DMA study shows 'hybrids' increase; Consumer influence increasingly seen as companies seek to boost bottom line.(Direct Marketing Association's `State of the E-Commerce Industry Report 2002'')(Brief Article)(Statistical Data Included)

Fearful of painting themselves into a corner as new markets emerge, a growing number of companies are starting to define themselves as hybrids, or enterprises that target both the b-to-b and business-to-consumer sectors, according to a recent survey by the Direct Marketing Association.

The New York-based trade group surveyed more than 700 of its members for its ``State of the E-Commerce Industry Report 2002,'' which is being released this month.

Respondents were pretty evenly divided among b-to-b, b-to-c and hybrid marketing executives. Ann Zeller, VP-information and special projects for the DMA, said there was a 15% increase from the 2001 study in the …