The INMA Transformation of News Summit continues on Friday in Cambridge, Mass., and the focus of the day is tablets, the iPad specifically.

I will be attending day two of the conference and live blogging a selection of the discussions. A schedule of the sessions I blogged is below the chat window. The full schedule of events is available on the INMA website.

8:50 a.m.

Washington Post iPad app: How do you leverage the brand without being trapped by it?
How to balance internal and external expectations with innovation -- specifically, do you give users the newspaper on an iPad, or do you push for something else?
Justin Ferrell, Director of Digital, Mobile & New Product Design, The Washington Post, USA

9:10 a.m.

The Reality of Money-Making Opportunities with Tablets
Can money be made with tablets? Publishers talk often about business models, but what they really are talking about -- unfortunately -- is the bottom line. In this presentation, we will look at five ways of relocating your assets to carve room for tablets.
Robert Picard, Professor of Media Economics and Business Dynamics, Advisor and Analyst

10:20 a.m.

The Mobile Revolution Outside the Media Landscape
In this presentation, we will look outside of news apps and media apps for best practices in engaging readers, viewers, and users -- and what this means for the bottom line.
John Wilpers, Partner, Innovation Media Consulting

2:45 p.m.

Paid Tablet Content Beyond iTunes
In this presentation, learn the methods and guidelines on how to get consumers to pay for iPad and tablet content from the very beginning at price-sensitive costs and with clear payment methods beyond iTunes.
Carlo Campos, Director, Innovation Media Consulting, Spain

3:05 p.m.

Back to Reality: The Age of Digital Viewing for News
Do tablets and mobile reading devices portend a possible new age of digital habits? Learn the early lessons of how consumers are utilizing tablets and how this is changing the dynamics for media companies creating apps.
Rafael Höhr, Graphical Director, The Sunday Times, UK