In his failed attempt to debunk the notion of media bias, Jeff Jarvis misses the point entirely. He does, however, unwittingly make the point of Goldberg, and those of us who do claim bias:

...journalistic integrity -- or bias -- is the product of the consciences of individuals far more than of the conspiracies of institutions.

Exactly. Media bias exists, but it isn't caused by editorial pressure, or some kind of conspiracy, so most of what Jeff says is utterly irrelevant. It is caused by the intrinsic staff composition of the major media organs. Most reporters and editors are liberal, both by their nature (many go into journalism to "change the world") and training (most journalism professors, like most humanities professors, are liberals to one degree or another of extremity). Also, if you're not a liberal, in the social circles that journalists hang out in, you will not get invited to the right parties, or get access to the best sources. How else to explain that 89% of the Washington press corps voted for Bill Clinton in 1992?

It's not a conspiracy--it's just an emergent trait of the profession. Jeff doesn't see it because he is immersed in it. Fish are similarly unaware of water.

I work at a newspaper and agree with your assessment. Check out my extended take on it at mediaminded.blogspot.com