Interscope Records has purchased spins for the Black Eyed Peas' song "Hey Mama" in recent weeks, as well as for Sheryl Crow's "The First Cut Is the Deepest" and Sugababes' "Hole in the Head," sources said. Virgin Records has bought advertising time for rock band A Perfect Circle. Lava Records has purchased airplay for singer Cherie, and V2 Records has done the same for Katy Rose.

Representatives for the labels declined to comment. No shit.

But one label executive who has purchased airplay, speaking on condition of anonymity, said the idea was clearly to prop up songs long enough for them to attract genuine fans.

"In our business, perception is reality," he said. "The minute you're down in spins, these program directors drop the record."

Michael Ellis, associate publisher of Billboard and sister publication Airplay Monitor, acknowledged his concern about the "legal but nevertheless questionable practice."

"We take great pride in the accuracy and credibility of our radio charts," Ellis said. "We are carefully studying this situation and consulting with the industry to determine the proper course of action."

....For their part, the radio stations are unapologetic. Whether the charts are a real reflection of a song's standing with programmers "is not our concern," said Bud Walters, president of Cromwell Group Inc., which owns WQZQ and 19 other stations. "We're in the advertising business."

Al Vicente, president of Archway Broadcasting, which owns 13 stations, took a similar stand: "The labels are an advertiser like anyone else, and they have the right to advertise their product."

But not advertising that the listener - and the charts - would confuse as something else: editorial content. This is "pay to play" and clearly violates the spirit if not the letter of anti-payola laws.

The one simple question the story does not answer is, "Are the paid-for spins identified as ads?" If not, it's deceptive advertising - I can see a class action suit brought by listeners.