As far as the numbers go, XM radio is beating Sirius for sheer number of subscribers. However, if you look at the recent subscriptions, Sirius is clearly gaining more subscribers than XM. So which is better?

If the consumer's dollar is a vote for the product they like, as economists suggest, then the consumer says XM was the better, but now Sirius is the top dog. The reason? The new Sirius S50, better talk radio involving Howard Stern and Martha Stewart grabbing both sides of the spectrum, and a bold new marketing campaign for their secret weapon the S50: 'We Know What You're Thinking'.

The slogan 'we know what you're thinking' comes probably from the way they researched the product: they hired a research team to follow people around and find a way to integrate Sirius radio into their lives. While many think it over-the-top to declare themselves psychic, the marketing worked perfectly: it got the consumer curious. Retailers around the nation are saying the reason for Sirius' gains in momentum is clearly tied around the tiny handheld Satellite Radio player.

The player allows the user to set it in a docking bay and download the high-quality satellite radio recordings onto MP3 format and can be taken portably with you whereever you go. The Sirius S50's size is about 4 inches by 2 inches, and the player weights roughly 6 ounces. Pretty amazing for the handheld 'Sirius portable', and the price of the object is placed at a perhaps sobering $280. Yet with their flurries of promotions such as rebates or other offers the weight is slightly lessened. That said, the legally free, high quality MP3's definitely pay for the product

Aside from the new S50 we have all fallen in love with, Sirius offers a lineup of sports, talk radio, and critically praised music selections that is sure to sweeten the relationship. Also, a big positive aspect of Sirius is what it doesn't have much of: negative consumer reactions. Sirius has very few satellite-to-receiver issues, whereas competitor XM's receiver tends to have a volume shift now and then, which for me, has always been a big factor. Sirius, on the other hand, has crisp reception, even in some tunnels!

With the new Sirius S50, among all the other great advantages, it has become quite apparent that Sirius satellite radio is no longer the underdog. XM Radio better act quickly or they risk losing their leading status.