There's not an ethical dilemma in pushing a candidate but an issue of trust. Lots of people don't trust Hillary. So when a publication goes out it's way to pump her up and writes biased hit pieces on the opposition are people who mistrust Hillary going to trust the publication?

The point is, you can't argue why people should trust you rather than the opposition. You have to provide reasons for them to do so.

It would be like building an app that wasn't getting positive reception and then trying to argue or shame people into liking it rather than giving people what they want. It plain doesn't work.

People want to know what is going on. Tell them to the best of your ability. Don't couch it in spin, don't support sides, don't appear biased. That is how you establish a reputation of trust. It's not a matter of what is legal or ethical in this case at all.