Part of John Kerry's problem is depth: he's buried too deep in the news to catch anyone's attention. Even his "new" focus on Iraq hasn't ruffled many feathers.
Here's the top 10 election headlines from USA Today -
CBS admits it was misled on Gaurd docs
Network arranged Lockhart meeting
Bush criticizes Kerry for 'mixed signals'
Bush, Kerry agree on debates
Bush raises $260 million
Some troops oppose Bush
Kerry outlines Iraq plan
Judge strikes down FEC rules
Debates could be decisive
Kerry wears faith prominently
Kerry's Iraq plan is 7th down the list, and Bush (whether the news is positive or negative) is hogging the headlines, considering he can get any press time over CBS. This is a continuing major problem for the Dems this year; no one wants to pay any attention to their candidate.