I believe Mr. Card is TRYING to say that the media should report without putting their personal opinion in it just to get viewers or support a party.
They should just give the news, not their opinions, thus why people think certain channels are liberal, and others are conservative. They should really just give the information instead of opinions as then they would get viewers from BOTH party supporters. Thus being a smarter business decision, AND helping the American people to not be ignorant towards one or the other candidate.