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What the heck is Pottermore.com?

Jk We know what it's not - a new Harry Potter book (or so a spokesperson from J.K. Rowling's camp says). So then, what is Pottermore.com, the new website set up by Rowling and Co.?

Rowling gave out coordinates out on 10 Harry Potter fansites, leading eager Potterphiles on a romp to find the name of the new website.  Right now Pottermore.com consists of a placeholder page and a "coming soon" promise of...what?

Spokesperson Rebecca Salt told the Associated Press that no new Potter book was involved and that the website is "not directly related" to the final film in the series, Harry Potter and the Deathly Hallows Part II, which opens July 15.

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