This morning Harry Potter author J.K. Rowling finally revealed what the Pottermore website is all about. Rowling is introducing an interactive online reading experience, which may just revolutionize the way we read. Unlike e-books, which largely emulate the analog experience, the site will experiment with ways to further explore the stories and characters. Rowling has written new material, and will be “sharing additional information I have been hoarding for years about the story.”

Rowling, who has retained the digital rights to her books, will sell the Potter series as e-books exclusively through the site. That means she’s cut out the middle men booksellers, and can do what she likes with pricing. No word on what prices will be yet, but the website itself promises to be free.

The site will open in October, and its success or failure could serve as a baromoter for the future of digital publishing.