Do what is on the sidewall. What's on the jam doesn't make any sense once you change the tire. Follow the instruction and make sure your hot pressures don't exceed the maximum. The most damaging is underpressure but, overpressure cause accelerated wear as well.
that's terrible advice.. the psi on the sidewall is the max the tire will hold. The same tire on different vehicle will have different psi. If you really want to know the correct psi go to discount tire and have them do the tire pressure calculator. otherwise just put 35 psi. its usually going to be the same.
It starts changing when you have a really low profile tire or a much bigger tire.