Organisation: Harry Potter & The Half Blood

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Analysis and commentary by Echo Research.

Muggles worldwide greeted the latest episode of the Hogwarts adventure with an unprecedented level of enthusiasm, "Harry Potter and full-blooded mania"(Sunday Times, 17/7). The figures emerging from Bloomsbury's carefully orchestrated launch of the penultimate boy wizard saga, spoke reams, with record breaking sales of 8.9 million in the first 24 hours and estimated revenues of £20 million for author JK Rowling.

Retailers fought hard for a share of the Potter magic, with midnight openings, promotional activites and a fierce supermarket price war "The lure of Harry Potter and the half-price prints"(FT, 16/7). Asda's book buyer Toby Bourne, was euphoric: "It's magical … everyone is spending a few quidditch at Asda and going Potter Potty!"(Life Style Extra, 17/7).

Criticisms were limited and largely muted by the force of global Pottermania. There was Papal disquiet that the books could "distort Christianity in the soul" (manchesteronline.co.uk, 15/7), and greater concern over the preceding "months of near hysterical hype"(Guardian, 16/7). Secrecy around the novel upheld with tight embargoes, gagging orders and military style security. Times commentator Hugo Rifkind vainly attempted to provide a sense of perspective. "A book launch. By a publishing company. Not a semi-religious experience. Not a landmark cultural event. It's a bloody book launch"(15/7).