Yeah, I've used several different kinds of those type boards and it never sticks well to the paper. Doesn't matter if you smear the stuff on or dab it on, if it aint sticking, it aint sticking.
Another thing with them is that they're always bent across the width. At first I thought they were stacked badly at the merchants but now i think it's something to do with the adhesive they use to stick the insulation to the board contracting as it dries.