Ah, I see the confusion (my error) in two senses:
1. I meant the ad in the magazine (wasn't clear there was I?). This is printed upside down …. presumably as one of those weak (and frankly annoying) attempts to get you to read it. If you look at this on an iPad model with gyroscope (second gen and above) and turn the iPad upside down to read it, the page flips 180 deg at the same time leaving the ad still upside down.
2. I'd forgotten that original model iPads didn't have the gyro so the effect wouldn't show on them.
Apologies to all for the time-wasting. It wasn't that I needed help to read it (I can turn off the gyro or lay the iPad horizontal) but rather a weak (very as it turns out) attempt at humour and to point out that EE apparently hadn't allowed for the "iPad effect"