I fed on demand as it seems a little mean to wait 3 or 4 hours before the next feeding with Gina Ford's scheduling, especially with a newborn as their tummies are still so tiny and can't hold very much milk which means they need to feed more often. It was a bit crazy in the first month as that meant sometimes it was every hour to hour and a half...I did get breaks though if I took him down to the grocery store or put him in the sling just to distract him. I think also baby eventually gets into their own routine. I was just reading Deborah (ex-Annerley sleep lady) about establishing routines with new babies and if it's totally not working for you, then slowly easy your baby into a schedule. So far, my baby kinda does his own thing with me feeding on demand. Everytime he wakes up from a sleep, I offer him a feed and he doesn't always take it. He naturally goes down for his longest sleep around 7pm which works for me, and then he might be up once, twice or three times...which is ok. The more they feed in the day, the less at night. Some of Gina Ford's ideas are good guidelines, but I find the timings a bit too strict for me and it doesn't work with every baby.