Harry Potter and the order of the phoenix

Another Potter sequel? The idea is wearing thin, right?

Millions would disagree. Publishers Bloomsbury claim The Order of the Phoenix is "the world's most anticipated book", and expect unprecedented sales when it hits the shelves on June 21. The previous four instalments shifted nearly 200 million copies.

But sales have never been a barometer of literary quality. Look at Jeffrey Archer.

True, but Rowling has tapped into children’s psyche more successfully than any other author . Kids all over the world identify with Potter.

That’s worrying. He’s a bit of a specky wee weed, isn’t he? Come to think of it, the whole Potter concept is pretty preposterous.

Kids love him, and the forthcoming yarn is the longest yet: Rowling has rattled out a whopping 255,000 words - that’s 768 pages, 38 chapters - making it a third longer than the previous book, the Goblet of Fire, which, come to think of it, was pretty long anyway.

By the time some kids get through the book they’ll no longer be kids. Is she being paid by the word?

Her personal fortune is estimated at over 220 million, so she hardly needs the cash. She’ll coin in even more from the new book, which will have two different covers: one for kids, one for adults.

Clearly a cynical attempt to wheedle more money out of families. No doubt there will be cinema spin-offs too?

Guaranteed. Filming of the previous Potter book is about to begin, featuring a strong British cast of talented and well-loved personalities - and Sir Jimmy Saville.

How much longer can Rowling milk the idea?

Potter and his chums will sooner or later have to confront puberty, and internet rumour has it that the hero will inevitably begin to find winching more magical than wizardry. Still, she’s promised to stretch it out for seven books, and this is just the fifth.