In April 2003, the publishers Transworld successfully wooed Peel with a package worth up to £1.6 million for his autobiography, having placed an advert in national newspapers aimed only at Peel. As advertisements in national newspapers go, this one had a very limited target audience. "Dear John," it said. "We've seen your book - it's hard to beat, 'specially now you've been down our street. Another bid in the neighbourhood? Wish you were ours - it'll be so good." Rock fans may have spotted the play on the Undertones' song Teenage Kicks, but they probably didn't realise that the publishing company placing the advert wanted to reach only one reader - John Peel. [2]