Update, 2:50pm: Want to get a succinct summary of what bloggers are saying about Pottermore today? Then check out my Books Blog Report. The feature runs every day in the International Business Times Business & Books section.

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Update, 1:21pm: Both of the major print publishers of Harry Potter say they will get a portion of the sales of e-books on Pottermore. Bloomsbury said in a statement that it will participate in the sale of e-books from Pottermore, receiving a share of the revenues. And Scholastic, which also described itself as a partner in the project, said, We're pleased to support Pottermore because we know the power of the Harry Potter books to turn kids into lifelong readers, and we believe every child should experience Harry Potter -- whether in e-books or in print. In addition, Scholastic will receive a royalty on sales of the U.S. editions of the e-books.

Interesting how in print, Rowling received a royalty of sales -- but on Pottermore, it's the other way around.

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Update, 12:24pm: Lauren Kelly-Jones of The Telegraph takes us back years in an entertaining timeline reviewing Rowling's career. In 1991, Rowling wrote 10 different versions of the first chapter of the first book while teaching English in Portugal, Kelly-Jones writes: She uses an airsickness bag to write down the names of the Hogwarts' Houses: Gryffindor, Slytherin, Huffelpuff and Ravenclaw.

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Update, 12:15pm: Check out some details on the Pottermore timeline here.

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Update, 11:28am: A document on the Pottermore site says that Rowling's literary agent, Neil Blair, has overseen the creation of Pottermore from its conception.

Blair, who is a Hufflepuff, was head of business affairs in Europe for Warner Bros., and joined the Christopher Little Literary Agency in 2001. Rowling's first agent was Little, whom The Guardian called an enigmatic but utterly crucial influence in a 2007 piece -- a fierce protector of Rowling and, thanks to the boy wizard, now a millionaire many times over.

The CEO of Pottermore is Rod Henwood, and the COO is Tom Turcan. For more on the people behind Pottermore, click here.

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Update, 11:09am: David Magee has a meaty, analytical piece for the International Business Times on Rowling's decision to take a different path and bypass traditional publishers and retailers by selling the Harry Potter e-books through her new website. And Luxury & Brands takes a look at Rowling's riches here.

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Update, 10:29am: Harry Potter and the Goblet of Fire is now #14 on Amazon's Movers & Shakers list. I think you can expect a lot more of that as the day goes on.

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Update, 8:25am: On her website, Rowling writes, You may have recently noticed a number of owls on various websites leading you to a YouTube film.

Whilst you'll hear more from me on pottermore.com at the moment, jkrowling.com remains my own personal website for various content such as updated biography and bibliography, and links to relevant organizations, including the charities I support, she says.

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Update, 8:19am: Here are some more responses online. Lauren Boland says, I was so excited about finding out about @pottermore, and even more excited now that I know!

Thank you so much for making us happy again with Pottermore, Mohamad Aiman tells Rowling, adding that at the most we're sad for the last film to end :) I love you.

John Kelly, however, asks, Is that it? and calls it an anti-climax.

And Emily Davison says, I'm slightly gutted. Just want to know what the additional information is in the books! The project should have been a new book, she says.

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Update, 8:10am: In a Tweet, Pottermore said a little while ago, We know a lot of people are unable to submit their email address right now. Please be patient with us and try again in a few minutes.

I still can't submit my e-mail and it has been a half hour, Nadia Felicia replied.

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Update, 7:42am: Sabrina Danielle Shane Nicolette says they really need a stronger server.

I give up for tonight, goodnight everybody! Hope you guys are successful with the email thing, I'm going to try in the morning if the site hasn't completely keeled over and died of exhaustion, she writes.

Robbie Burns is disappointed. Just a sad excuse to push copies of the e-book, he says on Facebook.

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Update, 7:34am: On the Pottermore Facebook page, fans are reporting that Pottermore is crashing and that they cannot submit their email addresses. Maybe if I glare long enough at the loading thingy, it'll load. Let me try... Woah, how did that just- aw, the sight is down, said Kaitlyn McCafferty.

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Update, 7:27am: Just after 7am came a few Tweets on the Pottermore feed, including one which said it would be an online experience where you can explore the stories like never before.

A press release with many more details can be found here.

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Update, 7:17am: A lucky few can enter early and help shape the experience. Simply follow the owl. Good luck, the author says as the video concludes.

You are supposed to follow it to Pottermore.com.

There, there is a page with a quizzical (dare I say confused?) owl, the Rowling video in the left-hand corner, and an opportunity to Submit your email, so you can be notified when registration has opened for Pottermore.

Come back on 31st July to find out how you can get the chance to enter Pottermore early, says the hanging green scroll on the righthand side.

So, another pre-announcement announcement, this time for the contest.

What do you think of Pottermore overall, Harry Potter fans?

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Update, 7:08am: Pottermore will be created in part by readers, and will open in October.

Says Rowling: The digital generation will be able to enjoy a safe, unique online reading experience built around the Harry Potter books. Pottermore will be the place where fans of any age can share, participate in, and redisover the stories. It will also be the exlcusive place to purchase digital audio books, and for the first time e-books of the Harry Potter series. I will be joining in too, because I will be sharing additional information I've been hoarding for years about the world of Harry Potter.

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Update, 7:03am: The clouds parted on the YouTube announcement page, and a video showed up from J.K. Rowling, who said she was still astonished by the response and enthusiasm of Harry Potter fans, 13 years after the first novel came out (it's been 14 years in Britain).

I'm thrilled to say that I am now in a position to give you something unique -- an online reading experience unlike any other. It's called Pottermore. It's the same story with a few crucial additions. The most important one is you.

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Good morning, Harry Potter fans. Check here for live blog coverage of J.K. Rowling's Pottermore announcement.