Epson PriorityFax 3000 Owner's Manual page 24

Unwrap the paper roll. Hold the roll so that the free end of
the paper points toward you from the top of the roll, as
shown.
Note
Be sure not to insert the paper roll upside down. If
the paper roll is inserted upside down, the fax
machine cannot produce an image.
Setting Up the PriorityFax
1-11