My great grandfather's name is Barney Newmark, with a 'W.' How do you think I found the below article in my search of the St. Louis Post-Dispatch archives at Newspapers.com?
Becky's Carpet and Tile closed in 2012, but had become an extremely well-known local business, so knowing that their first store was in the same store front as my great-great uncle's pawnshop means something to me. (And I'm looking for a photograph of Veterans Linoleum's Collinsville Avenue location to compare it to this 1920s-1930s photo.)
Finally, a search for names of neighborhoods can also yield important information. My research on the neighborhoods of Little Jerusalem and Carr Square has uncovered descriptions of the conditions my paternal ancestors lived in during the late 19th early 20th century. I even discovered a photograph which could be of family, though it isn't definite.
In short, search for everything you can think of connected with your ancestor. You don't know when your ancestor may be referred to, or even photographed, but not named. And you can't control mistakes made by faulty Optical Character Recognition.