The Harry Potter industry excels at eking out the franchise. There were only ever going to be seven novels in the series, but they've been turned into eight films – the last of which will be released in a couple of weeks – and countless other spin-offs. It was announced (or 'confirmed') today – at a press conference at the V&A and on YouTube, how else – that a website, Pottermore, will be launched in the autumn to sell exclusive ebook versions of the novels. And it seems – on the surface at least – to have been set up without any of the usual wrangling between online booksellers, ereader manufacturers, publisher, agents etc. But that's the totalising power of the Harry Potter brand for you: everyone's happy to take a small slice of the massive pie. J.K. Rowling used to say that she didn't want to release the novels as ebooks because of fears that they'd be pirated – as if they weren't being pirated already, and making legitimate versions available wouldn't be the best way to prevent it. It looks now as if there was a canny business decision behind the delaying tactics. It's surely no coincidence that the new website will go live soon after the final film stops being shown in cinemas.