As Jamie Dlugosch mentioned a few days ago, Sirius XM Radio (NASDAQ: SIRI) shares are trading for less than a can of pop at the local gas station. The company, which just completed its merger this past summer, saw its biggest customer -- automakers -- fall on hard times just as it was poised to try and grow as a combined company. Timing is everything; if Sirius were operating back in 2006, it'd be just fine. But it is almost 2009 and the economy is in a world of hurt. So are consumer spending dollars and just about any automaker you look at.

That's a one-two punch for satellite radio. Although I've used satellite radio before, the talk radio and interruption-free decade channels were about it for me. Sirius is now shuffling channels, trying to find a better mix that newer customers would be drawn to, as well as eliminating DJs on some music channels to save costs. When the difference between pay radio and terrestrial radio starts diminishing, that is a signal of the end. Sirius can't expect to have lackluster music programming and a lack of actual DJ personality to be perceived as "better" to existing customers, who could turn off satellite forever and create their own music service with a $50 MP3 player.

Note to Sirius: millions of consumers already do this. They download new music, podcasts and other entertainment directly (and in many cases, for free) and listen to what they want on their portable device over their car stereo systems. Although Sirius XM CEO Mel Karmazin acknowledged that MP3 players, iPods and the like were large competitors to satellite radio, this time his company is probably seeing it in force as it cuts costs and erases one benefit after another that are supposed to come with the $13/month radio service. Satellite Radio will survive the economic downturn, but who knows if it will be a shell of itself with a declining customer base and even more piles of debt after it is all through.