Instapunk explains how the MSM did it.

while the bloggers were fighting their various and diverse battles in the name of truth, justice, and common sense, the MSM ocean was harnessing its entire immensity on just one story, told an infinite number of times, in every possible inflection, from every direction, and with the deadly persistent accuracy of a dripping tap: George W. Bush is no good.

It doesn’t have to be true, it doesn’t have to be fair, it doesn’t have to be consistent in its terms. All that matters is that it is repeated with uniform constancy: drip, drip, drip. George W. Bush is no good. George W. Bush is no good. George W. Bush is no good. Change the headlines, seem to change the subject. Abu Ghraib. European disdain. Tom Delay. Katrina. Deficits. Valerie Plame. Gas prices. Karl Rove. Death in Iraq. Angry mothers. NSA wiretaps. Drip, drip, drip, drip, drip, the lede is always the same. George W. Bush is no good. George W. Bush is no good. George W. Bush is no good. George W. Bush is no good. George W. Bush is no good. George W. Bush is no good. Forget the good news, bury the accomplishments or ignore them altogether. Drip, drip, George W. Bush is no good, George W. Bush is no good, George W. Bush is no good.

It took the MSM three years to bring George W. Bush’s approval ratings down from their post 9/11 high to 52 percent on election day 2004. It’s taken them just 18 months [corr. per Tim] to bring him down another 20 to 25 points.

He’s perfectly right. Bush survived well enough until the Hurricane Katrina gave the MSM what it needed, a spectacular disaster story, in which exaggerations and distortions could be disseminated day after day after day with no possibility of factual correction. Bush might have prevented their success with a better public relations campaign, but he doesn’t do very much of that sort of thing or do it all that well.