I believe it does have to do with the position of the substituents. However, I will say that the polarity difference between the two is fairly small. Anyway, I believe that the difference in polarity comes from the ability for a group of these molecules to align with each other. If you think about how initially you learned that a highly branched alkane will have a lower boiling point than a straight chain alkane of the same size, I believe this is similar in situation. The para compound can achieve a more "linear" shape than the ortho compound. At least that is the reason I've come up with, good question though!