To play Devils Advocate for a moment: Why do we need, or even want, a newspaper to endorse a President? How does it not undermine a paper's journalistic ethics to be neutral and fair?
I would extend that to all businesses. For the sake of the business & their customers it's usually best to keep politics out of it.
Opinion and reporting are separate- famously the WSJ reporting is quite strong and their opinion section is ... often wrong- but as long as an opinion section exists that's kinda their job, to share their opinion. If you want to get rid of opinion that might be a reasonable thing (with cable news and the internet no one has a shortage of opinion these days!) but doing it in such a ham-fisted way so close to the election is not a sign of a carefully thought-out business decision, it's a sign of cowardice.