How can innovation be implemented into university curricula? What role must notions of entrepreneurship, management, or economics play in journalism education? How do we educate the educators? These were just some of the questions discussed by presenters and participants at the start of the 2nd Journalism & Media Education conference taking place May 19 and 20 at the Universidad de Navarra in Pamplona, Spain. Over the course of two days, more than 30 presenters from seven European countries will discuss the most pressing challenge faced by educational programs for media professions: How can programs keep up with the changes in the media market and how should we meet these changes? Should we serve the profession’s need or help innovate it?