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In 1990, dissatisfied with the media climate in SR Serbia, SFR Yugoslavia’s largest constituent unit, a group of liberal Serbian intellectuals, including prominent lawyer SrÄ‘a Popović, decided to start a weekly news magazine. Following a seven-month preparation throughout the year, Vreme was launched with its first issue coming out on 29 October 1990,BOOK, Robert Thomas, Serbia Under MiloÅ¡ević: Politics in the 1990s,books.google.com/books?id=IDzmXEDJFX8C&pg=PR15, 2 August 2015, January 1999, C. Hurst & Co. Publishers, 978-1-85065-367-7, 15, a little over a month before the 1990 general election in SR Serbia as the entire country of SFR Yugoslavia was transforming its governance from a one-party system under the Yugoslav Communist League (SKJ) to a multi-party one.Most of Vreme’s original staff were journalists from Politika and NIN. It characterizes itself as “a magazine without lies, hatred, or prejudice” and opposed nationalistic mobilization for the Yugoslav wars.Gordy, Eric D. (1999). The Culture of Power in Serbia: Nationalism and the Destruction of Alternatives. p. 69. Penn State Press. {{ISBN|0-271-01958-1}}.BOOK, Kurspahić, Kemal, Prime Time Crime: Balkan Media in War and Peace, 2003, US Institute of Peace Press, 978-1-929-22338-1, 54-55,books.google.com/books?id=zcR-OJdY4uIC&pg=PA54, During Slobodan MiloÅ¡ević’s reign, Vreme was one of a handful of independent Serbian media outlets which resisted his influence and control and tried to counterbalance nationalist rhetoric.