In 1935, David Smart, one of the founders of Esquire magazine, reportedly solved the age-old problem that advertisers almost always want right-hand pages. According to a contemporary newspaper account, Smart would produce magazines with only right-hand pages. "He will do it by printing every left-hand page upside down," the article explained. "It isn't clear whether the reader will be expected to turn the magazine upside down with every page, or read all the pages on the right straight through and then up-end the magazine and read straight back to the beginning."
Does anybody know if Esquire, or any other magazine, ever attempted this?