Harry Potter is about to make more magic in the book publishing business.

Harry is the courageous, talented - and fictional - hero of a magical and dangerous world filled with wizards, dragons, magic spells and obnoxious teenage bullies.

The company publishing the next installment of Harry's adventures says it will print an all-time record 10.8 million copies in the United States, to go on sale at midnight on July 16.

The sixth book in the series is called Harry Potter and The Half-Blood Prince.

Who is the prince? Will romance blossom between Harry and the scholarly witch, Hermione? The company is closely guarding plot secrets so that readers will have to buy the book to find out.

Published reports say author J.K. Rowling's first five books about Harry's education at a school for wizards have sold a staggering 260 million copies in 62 languages.