Do not limit your search for obituaries to just one newspaper. Your search may start with the newspaper closest to where your ancestor lived or died, but it should not end there. If your ancestor lived in an urban area, consider looking at other papers or suburban newspapers near where the ancestor lived. If your ancestor was in a rural area, look at nearby papers and always look at the newspaper from the county seat.
Also consider foreign language or ethnic newspapers if your ancestor was an immigrant or the child of immigrants.
Different newspapers do not alway give the exact same information.