From what i've heard, you shouldn't be aiming to run distances. If you really want to improve, you should be aiming to increase time. Maintain a pace that is comfortable, yet challenging, and aim to constantly increase your time.
As for shoes, they're very personal. I can use (comparitively) cheap shoes and feel just as comfortable in them as opposed to say, $200 Nike Shox (or whatever costs that much)
As for shoe shopping though, be careful, because most shoe stores have carpeted floors, so make sure there isn't the SLIGHTEST discomfort. The slightest discomfort on carpet means very uncomfortable on cement.
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