Emmis Communications today announced that it is the first company in the U.S. to integrate the iTunes Music Store into its radio station websites. The integration of the iTunes Music Store will reflect the programming of each radio station, allowing listeners to shop from playlists of station artists as well as top picks from on-air talent and celebrity guests. Emmis' rollout of the integrated storefronts begins today with Chicago alt-rocker WKQX-FM (www.Q101.com), and Indianapolis contemporary-hits station WNOU-FM (www.radionow931.com). The iTunes integration will continue to all Emmis radio markets in the next month, with KROX-FM and KDHT-FM in Austin next in line, along with KPNT-FM in St. Louis. "We approached Apple with the idea, and we developed the back-end technology to make this possible," said Rey Mena, vice president of Emmis Interactive. "Many Web sites link to iTunes, but we're the first to pull iTunes' entire 2.5 million-song catalog into our sites, weaving station programming with the Apple platform."

A new direction?

Emmis will receive a portion of all iTunes sales made through its websites, and individual stations will promote the new feature through on-air spots and their listener clubs.

"This is another example of Emmis leading the way," said Rick Cummings, president of Emmis Radio. "Radio has always been a promoter of music, but now our radio stations are also a point of purchase. This could take the industry in a new direction."

Emmis successfully piloted the Music Store integration last month at two stations, New York's WQHT-FM and Los Angeles's KPWR.