Bloomsbury spent £1,000,000 advertising the latest Harry Potter book.

In the first 24 hours, it is thought that they have sold 10,000,000 copies, with an RRP of £16.99. Including – I have to admit – one to me.

Now that’s good business. What other product sells 10,000,000 units in 24hrs?

But is it good literature? Well I’ve not read it yet, so I can’t really comment. But I think it’s fair to say that it’s getting an awful lot of children reading, and that can be no bad thing, as long as they move on to other books. Literature is a fantastic gift, but we shouldn’t be celebrating that kids are reading this one series, as that gives no representation of the wider literary scene. Going on the form of the first five books, Ms Rowling doesn’t provide the best literary experience, as she – frankly – isn’t the best writer in the world. She’s been quite successful so far, though, so I don’t really think it’s for me to criticse. Of course, the Daily Mail, in its role as official criticiser of all modern trends, made something of a lacklustre attempt to crticise the novel yesterday, but – unusually for the Mail – it was clear that their heart really wasn’t in it. That particular column appears not to be online, but this piece, confidently declaring that the sixth novel would be called ‘Harry Potter and the Mudblood Revolt’, is online. Well, at least they got the first three words right.

One thing that has surprised me about the latest Potter book is the huge differences in high street prices – wandering down my local high street this morning, I saw prices varying from £8.99 to £11.99, and it would appear that, had I looked more closely, I could have found prices varying from £4.99 to £16.99. That’s a difference of £12. I would have expected all the shops to have been charging largely similar prices – why would anyone pay £16.99 for a book they could pick up for £4.99 just metres down the road? Yet many people were. Perhaps it’s one of Harry’s spells.

I’m sure I’ll be publishing more about Harry when I’ve read it – whenever that might be. But, for now, I’m off to reflect on how much richer JK Rowling is tonight than she was last night, and wonder how that must feel for her. Oh, and maybe read a bit of Harry Potter, too.