When is it time to start referring to Bush as an unpopular president? When his approval ratings are solidly below 50 percent for at least three months? Check. When his approval ratings on his signature issues are in the red? Check. When a clear majority of Americans say he is ignoring the public's concerns and instead has become distracted by issues that most people say they care little about? Check.
Sounds reasonable, but they won't do it. The narrative frame of "unpopular president" will not be allowed to take hold in the media. They won't do it.