...ever step from out of Superman's shadow? I mean his problem is that his powers shadow Superman's rather closely, but the New 52 version is really rather cool and since the Harry Potter movies there has been an appetite for magic based stories and characters. So with Thor having proved that fantasy based characters can be successful and sell movies, could Billy Batson's time be coming?!

The whole idea behind the character isn't just cool, but kind of humorous as well.

Is he in Superman's shadow? He's not in the Superman family or even that related to Superman (other than having a few fights with him). Because he has similar powers? Is Green Arrow in Batman's shadow because he a rich guy who secretly fights crime with gadgets?

I don't think it is fair to blame Superman for Shazam's lack of popularity. It is just that Shazam is a little kid so there is limits to what kind of stories you can tell with him. Had DC aged him up to a teenager for New52, he could be more interesting. But, I find nothing interesting about a child superhero. (yes, he transforms into an adult, but he's still a kid)

Maybe he could work as a cartoon for younger kids, but I don't ever seeing him being a major player in the DCnU.

pretty sure billy batson is 15 in new 52 and hes not some goody goody anymore hes got an edge and agression to him. so i think his time is coming

Not related, maybe not in new52 but this presentation of the character by DC shows otherwise :

http://www.veoh.com/watch/v20594866fKcgJDEk/