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The waiting will soon be over. At one minute past midnight tonight, the fifth instalment of the Harry Potter series, The Order of the Phoenix, will go on sale. Encompassing 38 chapters, 766 pages and 255,000 words, the 'world's most anticipated book' is set to generate another fortune for author JK Rowling. But how can you, the ordinary muggle, get a piece of the Potter profits? Among the many ways of cashing in on Pottermania are: * Steal: Merseyside police are still hunting the thief that drove off with 8,000 Phoenix books earlier this week. No doubt he's already sold them to eager but unscrupulous readers. (Not a recommended strategy). * Bet: With 'hot' books on the street, nobody's taking bets on what happens in the new novel. However, some bookies will take wagers on the outcome of the seventh and final Potter tome. Ladbrokes are reported to have offered 21-1 that the last instalment will reveal an alliance between Professor Dumbledore and evil wizard Voldemort. * Bargain Hunt: Scour second hand bookshops for old Potter books. A first edition copy of Harry Potter and the Philosopher's Stone, bought for just £20, recently sold at auction for £9,000. David Dickinson would be proud. However, by far the easiest route to Potter riches is via Bloomsbury Publishing (LSE: BMY), publisher of the Potter books in the UK. On the back of advance Phoenix orders, Bloomsbury said this morning that its 2003 pre-tax profits would not be less than £15m. Contrast that to the £11m reported in 2002 and the previous 2003 expectations of £13.5m. Potter profit-tastic! But exactly how important the Potter phenomenon is to Bloomsbury isn't that clear. During 2001, sales of the firm's children's books accounted for 68% of group turnover. In 2002, the figure was 56%. The balance came from 'adult' writers, such as Joanna Trollope, Margaret Atwood and Ben Schott, and a boatload of reference titles. Still, prospective Potter punters can't really grumble at Bloomsbury's valuation. Going on today's statement, the 880p shares trade on a forward price to earnings ratio of 15 at the most. Also note Bloomsbury carried 100p per share of net cash on its December balance sheet. In addition, investors have to remember this year's Potter profit bonanza will only be repeated twice more, when parts six and seven are published in years to come. Long-term Bloomsbury shareholders will thus have to rely on continuing sales of the old Potter books, which, it has to be said, have done very well up to now. In fact, if JK Rowling achieves AA Milne, Enid Blyton or Lewis Carroll status, Bloomsbury shareholders can expect a steady, significant income stream and should live happily ever after. Free email: Like this story? Sign up to the Motley Fool's free lunchtime mail to be alerted to this and other shares and money stories. More: Bloomsbury discussion board | website