In recent years, there have been many influential events in Taiwanese society, such as the first-ever popularly presidential election in 1996, the first-time political party substitution in 2000, the 921 earthquake, SARS, various calamities caused by typhoons, drought, floods; moreover, the events of bringing five working days per week into force, the privatization of Taiwan's telecommunication industry, the prevalence of digital media network, Taiwan's WTO accession and a wave of globalization, etc. Those happenings have had a great impact on our society. Therefore, the motive of the study is to find out the change of ”advertising volume” in Taiwan's newspaper under such an impact. The study takes the Liberty Times as the subject and compiles statistics on 5439 advertising sampling from 1997 to 2003. The findings and results of the study are concluded as follows: (1) The first and second ranks of advertising volumes during the years from 1997 to 2003 were construction and vehicles; communication, financing services and medical treatment and health care respectively ranked the third during the years. (2) The ”advertising volume” in the categories of communication, financing services, personal goods, sightseeing and tourism, distribution channel, medical treatment and health care, culture and education have most significant change; in addition, the categories of beverage, tobacco and liquors, electric appliance, PC peripherals were also impacted by the social change. Moreover, the categories of construction, vehicles, foods, household appliance and products on websites were remained unchanged. (3) The ”advertising volume” were not influenced by the political change.