Reporters are a huge part of the equation since they produce the content. Editors are likely to come up through the ranks of reporters and will be the same as reporters. Many owners won't care as long as the financial numbers for the newsrooms are acceptable and the brand remains strong. Even owndership by a genuine conservative or Republican doesn't matter if it doesn't result in a change in editorial policy. (And where is the evidence of that on any large scale?)
You also leave out the role of Schools of Journalism, which these days inculcate Liberal / Progressive views into the students. They aren't coming out to find and tell the stories, but to "change the world" and make the news.
All of this would be less of a concern if the media still had the ethic of being "equal opportunity bastards." That is, the reporting might be liberal, but he still expect more or less the same standards of behavior out of liberal politicians as he does out of conservative ones, and is equally ready to write them up. Corruption from liberals should be treated the same as corruption from those claiming to be conservatives. Saddly that hasn't been the case for quite some time. Journalists are far too willing to put their thumbs on the scales these days in favor of their personal ideology.
No, the overall media is quite clearly liberal in training, sympathies and output. They can use the same techniques to get eyeballs as anyone. The real howling is over the existence of a few media outlets with a conservative outlook. That can't be tolerated! And that is why the so called "Fairness Doctrine" has repeated attempts to ressurect it, and the FEC keeps being rumored to be ready to step on Drudge and others. And more ways than just those are being sought to bring government into controlling the media to drive out the small conservative presence.