Harry Potter author JK Rowling unveiled her latest project yesterday, Pottermore, an interactive website aimed at encouraging reading among young people.

The project had a false start earlier this week after details of the PR strategy surrounding yesterday's launch were accidentally leaked, prompting a host of media stories and a mass of speculation.

Rowling said she was hoping to bring her books to the "digital generation", as well as "give something back to the fans that have followed Harry so devotedly over the years". The project will be available to use in October. The author will also sell ebooks via the site.