Monocle put Montenegro in its property survey. What press can and can't do

Monocle's March issue calls Montenegro "the small but mighty future of the European Union." Nice line. Here's how I'd actually use it.

What a feature like this does: puts Montenegro on the shortlist of readers who'd never considered it. The survey notes a buyer base of 40+ nationalities and tightening supply.

What it doesn't do: move prices. Magazines move inquiries; infrastructure moves prices. The airport concession, the EU chapters, the reopened Aman. Those reprice the coast. Coverage just shortens the time between reading and calling someone like me.

What I'd watch: when coverage starts quoting transaction data instead of the "new Riviera" line. That's when the narrative gets priced in.