You say the media is finding it difficult to compare Israel to Serbia, because Israel has acted differently."
Then we agree that Israeli responses to attacks are different, but that is not what is being compared in the article. There are differences in actions but there are similarities in the situation.
In your example you cite Malic’s writing; because he condemns NATO and the USA; however, that fits right in with the theme on antiwar.com - He also seeks to defend the Serbs by equating them with the Israelis; not condemn the Israelis by equating them with the Serbs. But he also makes a statement that contradicts you earlier comment that the KLA has not been a problem for 7 years.
Malic writes:
The province has been occupied by NATO for over seven years now and turned into a quasi-state administered by the KLA, where most non-Albanians have been killed, expelled, or forced into ghettos.
In the other example you gave you cited the Washington Post, but your link connects to an article in the Washington Times by Rowan Scarborough where he compares the strategy and logistics of the USA and Israel - that is irrelevant to this discussion - Although, there was a Washington Post article yesterday by Richard Cohen where he claims <(Israel is a mistake) .
A Google search for {“anti-Israel” media bias} = Results 1 - 10 of about 314,000
Actually, I said the KLA hadsn't been a problem for Americans, nor have the rest of the K-Albanians (The KLA and its supporters have always been a minority of K-Albanians, btw). The regional ethnic wars, however, continue to simmer to this day, and if you mix Serbs with Croats, Bosnian Muslims, or K-Albanians, chances are things aren't going to go well, sadly.
Post, Times - yeah, I did mix those up. My bad. My point, however, was that mainstream media isn't comparing Serbia to Israel, instead comparing NATO to Israel, and the Cohen article you reference makes no mention of the Balkans. So while there is certainly an anti-Israeli bias out there in the MSM (doesn't look like Cohen fits into this category from the referenced article, IMO), it doesn't extend to inherently flawed comparisons of Israel to Serbia, either of their situations or through comparisons of their actions, from what I've seen.
In short, the Milosevic/Serbia response for Israel just isn't on the table. It's Apples and Oranges, regardless of how some try their hand at transubstantiation.