Magazine address labels

Simple question. Why do magazines put the address labels on the front cover instead of the back of the magazine? Is it because the back is usually an advertisement that someone else is paying for?

I've always thought that the address label always wrecked the cover. I used to hang all my truck magazines on the wall in a clear sleeve. I got the new issue of Truckin' in the mail and it has a huge address label that covers up the entire front end of the truck on the cover.

Thanks for reading, sorry if it was a stupid question just wondering what a magazine forum had to say about it

yes, IT MUST GO ON THE FRONT both a post office rule, and a magazine rule...

they used to be removeable back in the day. this way it would still be collectible. i guess too many got lost that way