It’s a simple thing to try, kind of like rebooting your computer before calling IT Support, but it can avoid time being wasted on calls to both your print media supplier and your printer OEM for help. If the latter were your first step, it’s likely that at least one of those calls would be a waste of your time. Furthermore, any one of the parties may jump to conclusions about the cause of the problem, which could start you down the wrong path and extend the time required to solve the problem.
Diagnosis, after all, is a process of elimination. Re-orientation of the print media can rule out an issue with either the material or the press, leaving you with a path forward to proper diagnosis and resolution. It also opens the door for identification of the root cause of the problem to prevent recurrence. Finally, if you find that the issue may lie with the print media, the support team at your supplier will be able to help you rectify the situation, but if the problem is with the press, your press operator may be able to make adjustments to resolve it without calls to anyone - a win-win for all stakeholders.