Well, back front or sideways (what ever way the dog jumps) shouldnt affect the outcome of the procedure, turning is still knocking (if you will) the pup and or dog off your body, what ever part of your body that the dog has jumped up on doesnt affect the ignoring rule of it and it does work, my 12 year old dog had a bad habbit of jumping up on people (their front and side) and with the quick turn + no touching/talking/looking at him soon made him realize that the behaviour would not get him the attention he wanted (the touching (the push off) and talking to him when he jumped). A friend also did this with his Poddle pup which had the worst jumping up habbit that i have ever seen, this pup did it every chance it got and did it to everyone (kids included) the whole family and everyone that came over was told by them what to do when the Poddle jumped, also the pup learned pretty quickly that that type of behaviour would not get him what he wanted.
The turning is strictly there to get the dog off you without you touching it, remember that touch/talking/looking are forms of attention and when most dogs jump up on humans it is for attention...
I have a similar problem with both of my dogs and my partner, my dogs class the family pack as Mum (me) chevy (12 year old dog), Danni (3 year old Lab) and then Brett (my partner), as soon as he takes the leash for any of my dogs they make a mokery of him, Danni which is highly trained will pull Brett on the lead quite abit, constantly move out of heel posistion, sniff the ground, pull slightly to get to a fence or tree or anything else that gets his attention, if my partner tries a correction Danni will listen, but wont do the correction properly, however the instant i take the leash (or call him to heel) he knows that Mum has got him and his behaviour is perfect, if he needs a correction (which is rare) then his corrections are done flawlessly. Chevy (the 12 year old dog) will also act up alot when Brett is walking him, but as soon as i do a verbal correction he does it right away, if i leave Brett to do the correction Chevy will out right refuse to do it and Brett needs to give Chevy guidance if you will for the correction, Both dogs submitt to me, but poor old Brett is struggling to get to the top of the pack.
It makes me walking my 2 dogs hard, Danni is trained to heel on the left, whereas Chevy was always walked on my right (for 12 years) its impossible for me to step off with both feet at the same time
So lucky for me i have to train a human on how to blimmin be more dominant