The headline from Bill O’Reilly’s weekly media chat with Bernard Goldberg on “The O’Reilly Factor” is essentially no headline: The two did not discuss the Sharon Bialek news conference, the day’s top story.

Against that backdrop, the two discussed how other cable channels and the media in general go easy on ideologically simpatico candidates. Hypocrisy alert, in other words..

The Herman Cain story got discussed only in the broadest terms, as an exemplar of media bias, that is. Of course, stipulating that there’s even an ongoing “Herman Cain story” appears to be taking things a bit too far, in Goldberg’s opinion. In his own words:

“I’m willing to accept that at some point this may in fact be a legitimate, serious story.“

He didn’t specify just what additional information he needed to classify it as such. Or at what point in the future the story will turn the Goldberg corner. Perhaps a prurient video clip or two would help.

The two guys later moved on to some great self-serving dialogue about why it is that Fox kills CNN and MSNBC in the ratings. O’Reilly beat his chest about how he and Goldberg each week tell the truth about unfair “reportage” and the “folks get it.” “A lack of credibility,” O’Reilly continued, explains why Fox rules cable TV ratings.

Goldberg prattled on about how people look to TV to validate their views. And then he got to the core of the matter, noting that “in an entertainment culture, they’re dull. They’re just plain dull. There’s no pizzazz over there.”

Credit Goldberg for heeding his own entertainment imperative. Just moments before slamming Fox’s competitors for being boring, he took to contrasting coverage of negative Obama stories vis-a-vis negative Cain stories. And he said this:

“The media were late to [negative Obama stories], and they can’t get enough of the Herman Cain story. I think the reason is fairly obvious and fairly simple. They liked Barack Obama and his politics and they don’t like Herman Cain and his politics. Barack Obama was young, liberal, black and cool, and Herman Cain is only black.”

Again, the “say whatever” culture prevails.