I aim to run 3x a week, and usually end up running 2x a week... stupid life of a musician keeping me up late!
Anyways, I'm really slow and don't have much endurance right now... I run a loop through my neighborhood that's about a mile and a quarter, and it takes me about 20 minutes right now (it includes a stop at a specific spot for extended stretching and usually a little bit of walking). My plan right now is to keep running this loop for a couple more weeks and get faster through it, then look for a longer loop to tackle.
BTW, I use an app for my iPhone called RunKeeper. It uses the GPS to track your run, and can overlay your path on a map after you've completed your run. It's pretty nifty, and I use the free version. It logs all your runs, so it's a cool way to keep track of your progress.
As far as shoes, I use Saucony something or other; not sure of the specific model number, but they're crazy supportive, very solid, very comfortable, and they're not quite as ugly as most of the other running shoes out there. Why are running shoes so hideous, anyways?