Others have suggested the possibility that this could reflect coating on the wrong side of the paper. Perhaps. But there is a trick to telling the front of the paper. When it is produced, the "front" is up, so when the paper is stacked and trimmed, the trimming blade cuts the stack from top to bottom - or from front to back. This causes the edge of each sheet to have a profile that can be detected by gently feeling with a finger - a rounded end on the face or "front", and a sharp edge on the back. If you feel both sides (gently - - - gently), you can clearly sense the difference.
Another possibility could be related to how the paper is coated. You didn't mention whether you used a brush or a rod - I have found that coating with a rod sometimes can cause more material to be applied on one end or the other if the rod is not moved at a uniform rate.