Paul, I have looked at my trunk weatherstripping and my notes from installing it. There is a short side and a long side to the weatherstrip. (Hence my earlier description as a "j" shape.) Based on information documented from a MCA judge knowledgable in this area, I believe the correct way to install the weatherstripping is to glue the "short side" to the deck lid. The opening (channel) should face towards the inside of the trunk lid. As it goes around the perimeter, the channel is essentially hidden as what you see is the long side and it butts up to the deck lid shape designed for the strip. Attached is a picture of my finished product. Please realize that my car is not concours.
Richard