Setting the ContentType for a new SPListItem in a SPList?

How do you set the ContentType property when adding/creating a new SPListItem in an SPList

An SPListItem has a ContentType property but it is read-only in the WSS 3.0 object model.

We prefer to do it directly through the object model (vs. CAML or a web service).




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Setting the ContentType for a new SPListItem in a SPList?