PANPA Bulletin August-September 2007 7 In Cokley's model, it is the journalist and the audience who are 'integrated', not the machinery of production. "Journalists (including students) are encouraged to look around and discover (by looking, asking and literally talking to audience members) what news their audi- ences are interested in, and how they like to receive it," he said. "So if a journalist identifies a viable audi- ence group using mobile telephony to send and receive news information then they craft and send their news content on mobile channels." The UQ subject has been called 'Newspace' but next year will be rebadged 'Integrated Journalism'. University of Technology Sydney has introduced video, audio and background documents into its online magazine Reportage (www.reportage.uts.edu.au). Program director and investigative jour- nalist Wendy Bacon said UTS was aiming for a full multimedia newsroom environ- ment by 2009. "We are reviewing and rethinking our entire curriculum to develop storytelling skills across all media," she said. "We are aiming for graduates who can quickly adapt as technologies change rather than trying to implement one particular technology as though it will be fixed." Yet resourcing is a problem. "Journalism education has the same is- sues as the rest of the media. We need to re- think, retrain and adapt our resources. Just like industry, we cannot suddenly change everything overnight," Bacon said. Canberra's Kitchener agrees. "It's difficult to get people who haven't worked in the media to understand the resource implications of running produc- tion based multimedia journalism classes both in terms of staff and equipment costs," she said. "Senior management love the idea but don't want to spend much money on it. Journalism staff get exhausted." Some programs find it worthwhile teaming with industry to reduce costs and maximise student learning. Queensland University of Technology was able to place students with ABC Online when that operation moved onto its cam- pus after a breast cancer cluster forced it out of its Brisbane newsroom late last year. And at Bond we have partnered with the community portal Varsity Lakes Online (www.varsitylakesonline.com.au) so our entry level students can gather and produce multimedia reportage for local residents. As industry experiments with its own integrated newsrooms they can rely on J-schools to provide them with bright young recruits ready to adapt their reporting skills to new audience demands. Mark Pearson is professor of journalism and director of the Centre for New Media Research and Education at Bond University, Queensland, Australia. news