The popular “Promo UPFront Podcast” hosted by industry veterans Bill Petrie and Kirby Hasseman will sign off for the final time on Friday, January 10.

After recording 236 episodes – not missing a single week for four and a half years – the duo has decided to end their show on a high note. 

“When I’m at the bar, I like to get my last drink before last call,” says Petrie, founder and creative director of brandivate, a business services agency based in Hendersonville, Tennessee. “We want to leave on our terms, and this is doing that.”  

When I’m at the bar, I like to get my last drink before last call.”

Bill Petrie

Founder/Creative Director, brandivate

Closing Time

Don’t worry, this isn’t some Hall & Oates-style fallout or clash of personalities.

Petrie and Hasseman, CEO of Coshocton, Ohio-based distributor Hasseman Marketing & Communications, have several reasons for calling it quits.

The latter admits that producing a weekly podcast is a grind. In addition to the actual recording, there’s the preparation of topics, creating graphics, writing captions, exporting and uploading, etc. It’s quite the commitment for two business leaders who are already active content creators, volunteers and family men.

However, when the mics turn on, all the effort becomes worth it. “Recording the podcast is one of the bright spots of my whole week,” Hasseman says.

RELATED: Kirby Hasseman Maps A Path To Sales Success In New Book

As for Petrie – the recipient of the 2024 PPAI Distinguished Service Award – the conversations were starting to feel repetitive, which is to be expected after co-hosting a podcast with the same person for nearly a decade.

  • The “Promo UPFront Podcast” was preceded by “unScripted,” another podcast hosted by the duo for four years on PromoCorner.


“Kirby and I are incredibly close friends – I love him like I do a family member,” Petrie says. “That familiarity also has a downside. Sometimes I realize, as we’re recording, ‘How many times have we had this exact conversation and arrived at the same exact conclusion?’ If I’m feeling that, are we allowing the audience to become disinterested because we’re unintentionally repeating what we believe in?”

Over the years, both men have floated the idea of ending the podcast, only for the other to talk them out of it. But in September, when Hasseman again suggested that it was time, Petrie finally agreed.

“I wasn’t frustrated, anxious or anything at all, and I wanted to end when that was exactly the case,” Hasseman says. “There’s an end to everything, so we just want to be intentional and respectful to the audience.”

‘Corner Of The Bar’

The essence of the “Promo UPFront Podcast” is in its name.

Petrie and Hasseman – perennial members of PPAI’s #Online18 – hold nothing back in their takes on the latest news and trends in promotional products, sales, marketing and branding. They’re opinionated, direct and oftentimes hilarious. Part of the fun is that neither one knows what topic the other is going to bring up next.

“The reason we started podcasting is because both of us feel we’re very skilled at extemporaneous speaking,” Petrie says. “The spirit of the podcast is let’s bring to light the conversations people are having at the corner of the bar. You get an unfiltered response, which is why we truly don’t edit the podcast unless there’s some sort of giant technical glitch.”

Equally fastidious in their content creation, the duo has had to be flexible over the years to maintain their Friday morning posting schedule. As a result, they’ve recorded from a hospital room, a cruise ship and (occasionally) alongside a cocktail deep into the night.

Of course, disagreements are bound to happen. “You can actually still disagree respectfully as long as you respect the other person,” Hasseman says. “Those episodes are most interesting because they either make me feel stronger about my opinion or make me rethink it because I immensely respect Bill’s opinion.”

Although the podcast is built upon unfiltered dialogue, neither Petrie nor Hasseman purposely seeks to rile up listeners. But the duo has received their fair share of blowback over the years, which is simply the nature of the beast.

You can actually still disagree respectfully as long as you respect the other person.”

Kirby Hasseman

CEO, Hasseman Marketing & Communications

“There have been times where we’ve had topics like DEI, and because we’re two middle-aged white men, you’re just automatically wading through a minefield,” Petrie says. “I know there have been a couple times where I’ve deliberately and very thoughtfully tried to choose my words carefully, but I don’t always succeed because we do want that level of candor and authenticity. That’s what people have always enjoyed about what we do.”

What’s On Tap?

The co-hosts have different goals for their post-Promo UPFront Podcast lives.

Considering his full plate of weekly videos and podcasts – “Delivering Marketing Joy,” “The Monday Minute,” “Thirsty Thursday” and various other educational and inspirational videos – it’s understandable that Hasseman wants more time in his day.

“I’ve been looking to divest of many things so I can hyperfocus on my business,” he says. “At Hasseman Marketing, we already have a plethora of content vehicles. But I’m excited for what’s next for Captain Bill.”

Meanwhile, Petrie is launching a new weekly 30-minute podcast called “Between 2 Brands,” loosely based off Zach Galifianakis’ “Between Two Ferns” talk show series.

It’s a whole new format:

  • Petrie will spend the first five to 10 minutes pontificating about whatever he wants to regarding the branded merchandise industry. “That’s going to be a stretch for me,” he admits. “I know I’m at my best when I have someone to play off of.”
  • Then, he’ll be joined by a different guest every episode to discuss whatever the guest decides. (Petrie won’t be informed of ahead of time).
  • At the end of every episode, he’ll ask “Five Easy Questions,” but they’ll be anything but. “They’ll be awkward, fun and funny,” Petrie says.


The first episode of “Between 2 Brands” drops on Friday, January 17, occupying the same timeslot as the “Promo UPFront Podcast” – 7 a.m. Central Time.

  • The first guest will be Nick Lateur, vice president of revenue at business service provider Merch.ai and the No. 1 promo pro on social media, according to PPAI’s #Online18.


“I’m excited about the danger of doing a new podcast with a different person every week where there’s going to be some awkwardness,” Petrie says.

Although future guests haven’t been revealed yet, Petrie has confirmed that Hasseman will join him for at least three episodes per year to discuss the unveiling of the PPAI 100, ASI’s Power 50 and the Powerhouse Women of Promo – perhaps their favorite tradition of the “Promo UPFront Podcast.”

“About six years ago, we started talking about the need to recognize the strong women in our industry, so we arbitrarily decided to create a list,” Petrie says. “It didn’t hit me until this past year just how important that list has become. It’s so much fun to recognize people who may not always be recognized.”

After partnering with Hasseman for 442 combined podcast episodes, Petrie expects he’ll want to talk to his buddy more than just a handful of times a year. Furthermore, Hasseman has already invited his soon-to-be former co-host to join him for a future episode of “Delivering Marketing Joy.”

“There’s still going to be a lot of collaboration,” Petrie says. “You’re not going to get rid of Bill and Kirby that quick.”