simplyGD
Your settings is correct with 10 rows and 1 column. The problem here is that the Joomla template on your site also have custom style for the same class in JA Megafilter so that it shows all items per line.
You can make a test by assigning this menu item to Protostar template, you will see that it shows 1 item per line and correct number of item per page.
You can contact the provider of this template for help to override this in template.
