Pottermore: JK Rowling's mystery site is a book with nobs on and a sales portal

Well. There you go. We’ll find out what the mystery pottermore.com site is at midday when JK herself will do an announcement about it.

It has been announced already but is under embargo till then. This is what one tweeter at the press conference said about it:

Rory Cellan-Jones says:

Sales eh? Sounds sensible to me. Doubtless it will all trend on Twitter later. I just hope its enough to sustain the hype it has provoked…