How can I make clicking on an iTunes (itms) link in Firefox open the link in iTunes?

How can I make clicking on an iTunes (itms) link in Firefox open the link in iTunes? When I click on an itpc link in Firefox, e.g.
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bert [Entry]

I went into "Tools > Options > Applications" and searched for "itms", and selected "Use iTunes (default)". I now see the expected behavior, that is, I subscribe to the podcast and its starts downloading.