How should the NYT treat John McCain?

J-School prof Jay Rosen poses this question:

If the McCain campaign says, on the record and before the national press, that the New York Times is not a legitimate news organization, or a journalistic enterprise at all, but a political action committee working for Obama (and that is what Steve Schmidt said to reporters; listen to it...) then why does the Times have to treat the McCain crew as a “normal” campaign organization, rather than a bunch of rogue operators willing to say absolutely anything to gain power and lie to the nation once in office?