“Yami! Weel done son, yiv passed the peper shout, yer noo graded as a tenth dan street peper seller.”
peper: paper, newspaper.
“Yami! Well done son, you have passed the newspaper shout test, you are now graded as a tenth dan street newspaper vendor.”
In the UK up until about the turn of the millennium when they started disappearing it was common for local newspapers to be sold on street corners by individuals. Usually retired older guys with bunnets.
It was a running joke that the shout out was barely related to how you actually pronounced the name of the paper. The sound was styled to carry and be noticed rather than annunciated.
The Dundee Evening Telegraph was a prime example – the various shout outs varied in tone loudness and timing based around the sound Tullie or Eeeeevinin Tul ee etc.
There is a great forum thread here about Evening Times newspaper shout outs in Glasgow.