the single thread which clearly dominated throughout the entire "montejurra" lifetime and which dwarfs all other subjects was exaltation of the borbón-parma family, with veiled perspective of prince carlos hugo assuming the spanish throne constantly in the background. every single issue contained omnipresent references to family members; as the monthly assumed more technologically advanced format, photographs of the borbón-parmas were increasingly dotting the pages. at times it might have appeared that "montejurra" was some sort of a borbón-parma family bulletin. from 1960 to 1971 members of the family 673 times appeared on photos, on average 6 times per issue. not all of them received equal treatment: prince carlos hugo remained on the forefront with 220 photos, his wife irene earned 194 pictures, his sisters featured 152 times, his father and the carlist king don javier was photographed 67 times and his mother 40 times; in comparison, the carlist political leader josé maría valiente was pictured 22 times. "montejurra" editors seemed perfectly aware of the consumer society features. apart from notes from official events like lectures, visits or sermons they formatted the thread as a series of media scoops, e.g. the prince as a miner, parachuter or running with the bulls during the sanfermines; at times "montejurra" resembled a glamour magazine, with extensive stories from aristocratic feasts or leisure events, be it the borbón-parmas in ski resorts on during yachting ventures. massive coverage of carlos hugo's wife and sisters, all in their 20s, demonstrates that montejurra editors were conscious that photos of young females rendered the content more attractive to many readers.