Official verdict is in on media bias and journalism loses. Now what?

This just feeds their ego, and it will be worse. If Obama wins the media will take credit for it, as well they should.

Whoa, I am surprised at your simplistic summary and bogus conclusion. If you bothered to read the article which discussed the analysis, there are many explanations for McCain's negative press coverage that don't reveal bias at all. McCain has taken a lot of hits for his incompetent campaign, for his extraordinarily poor judgment in choosing Sarah Palin as his running mate and for the overwhelmingly negative tenor of his campaign ads. Most of all, once he fell behind in the polls a lot of the coverage was about that, which would then be included as a 'negative' story in the analysis.

Your conclusion overstates the conclusions of the study without any nuanced discussion of the reasons for the findings. Therefore, all I can say is get real. :)

Edited to add:

Perhaps I have an unfair advantage because I saw a segment on The News Hour with Jim Lehrer where the results of the study were discussed in an interview with the researchers. They admitted that negative campaign events and negative reaction by the public to a candidate and his/her campaign will sometimes drive the coverage the candidate receives. Since this is a content analysis study, it is difficult also to eliminate subjective bias by the researchers to some extent. I think if you want to make a point you might try backing it up with reference to the study data and discuss it instead of your rather bogus rant here. Sorry J, but you're engaging in hyperbole.

It's interesting that you would pick out that story to back up your claim, since it includes the following passage:

"Responsible editors would be foolish not to ask themselves the bias question, especially in the closing days of an election. But, having asked it, our sincere answer is that of the factors driving coverage of this election — and making it less enjoyable for McCain to read his daily clip file than for Obama — ideological favoritism ranks virtually nil."

The story mentions that McCain is, after all, been behind, and that will generate more negative stories than a leader would.