Publishing education arose in the 20th century in response to a need for trained employees in a stable industry with a well understood set of competencies and skills. Today, the publishing landscape is disrupted, and that stability is seriously threatened. Given these circumstances, what is the role for university-level publishing education? This article argues for a model of university-level (graduate and undergraduate) publishing education that builds upon a vocational self-identification of incoming students, nurtures a community of practice and professional discourse, and in doing so generates and renews the very culture of publishing. In times of transition and disruption, this is a role uniquely suited to the university, where an environment of collaborative research, development, and innovation can be cultivated.