Never done one before (I know, I know what have I been doing with my life etc) but somewhere in the back of my mind there was the knowledge that you rolled them from the long side.
Today I did the chocolate and cranberry roulade from this month's Good Housekeeping and it said to roll from the short side.
So that is what I did as I always do as I am told.
It looked like a cow pat. My mother laughed at it. It was meant to be special . Still tasted nice though.