While the first issue was devoted mainly to squabbing utility breeds in California, it opened the door to a wider audience, including fancy pigeons along the Pacific coast.

In addition to the magazine, they also published books relating to the hobby and business, including "American Squab Culture",[6] and Profitable Pigeon Breeding by Arthur Hazard[7] Although many issues are now over 100 years old, many can be found in Wiki commons and on the web include Abe books[8] The first issue of the PSJ was published in January 1913, and was only four pages long.

"[9] The newly named magazine the, American Squab Journal, started as volume 2 with the July issue of that very first year, 1913.

The emphasis of the articles also changed from featuring only utility breeds to including a few fancy pigeons.

For his work in the hobby as the publisher, the National Pigeon Association established a Frank Hollmann award with members of long standing.

Then Frank H. Hollmann, an original subscriber, became publisher for the October issue of 1915, and continued until his death on January 8, 1979.

[11] Hazel W. Hollmann, his wife's name stayed on the informational masthead as ownership until the April 1983 issue.

This was also reflected in the slightly, but significantly, altered new masthead - "Devoted to the Raising of Pigeons for Profit & Pleasure."

Overtime the magazine moved almost exclusively to fancy breed, squabbing having lost its appeal to the general public.

[12] The American National Pigeon Association publication on breeds of the 21st Century dedicated the work to the journal and to Frank Hollmann the main publishere.