POTTERMORE is finally revealed: "Just Follow the owls"

Through an artfully designed treasure hunt, the coordinates to a new website have been revealed.  An article in Publisher's Weekly described the treasure hunt like this:
"Rowling gave coordinates to 10 Harry Potter fan sites, which were posted yesterday. Fans could enter the coordinates at another Web site, which uses Google Maps technology; when sitegoers zoom in on each coordinate, a letter from the [Pottermore.com] URL can be found. Fans who found the letters at all 10 coordinates could then piece together the name of the new site."
They go on to say that Rowling's PR agency has said it's not another Harry Potter book, but they won't reveal any more, other than to say - "keep an eye on the website."
You can be sure of that! Also, I found when you click on one of the owls - it takes you to a YouTube site which says "the owls are gathering....find out why" and has a countdown until JK Rowling announces (approximately 5 days!) 

A screen shot of www.pottermore.com

SO THE 5 DAYS ARE OVER.


And Pottermore is definitely not a game site as many had been saying......read on -

Pottermore, a mysterious new site by J.K. Rowling, author of the Harry Potter book series, is an online hub for everything Harry Potter-related, Rowling revealed on YouTube moments ago.

Pottermore will include an interactive reading experience of the Harry Potter books, but fans will also be able to buy audio books and, for the first time, Harry Potter novels in ebook format.

The site goes live in October, but some users will be able to enter early. Additional details about that will be revealed on the site on July 31, but Rowling dropped a clue for those aching to enter the site early: “follow the Owl”, she said.

Check out the video of the announcement below.

These are some teaser images poster on mugglenet :

(Maybe the rumour of an interactive gaming site is actually true)

Pottermore Explainer of the Day: So J.K. Rowling’s mysterious “Pottermore” project was (mostly) unveiled today, and it seems early reportsthat it would be an online gaming experience were only partially correct.

While Pottermore is indeed an “online experience,” which revolves around the premiere of the Harry Potter books in eBook form, its “gaming” aspect appears to be limited to interactive “Moments” users can engage with while reading the books online.

“On entering,” says the press release, “you choose a magic username and begin your experience. As you move through the chapters, you can read and share exclusive writing from J.K. Rowling, and, just as Harry joins Hogwarts, so can you. You visit Diagon Alley, get sorted into a house, cast spells and mix potions to help your house compete for the House Cup.”

The site will contain “extensive new material about the characters, places and objects in the much-loved stories,” written by Rowling herself — so that’s something.

Additional details on early admission will be revealed July 31st, and the site is expected to open to the public in October. Until then, “follow the owl.”