With Andy Carroll out because of a thigh injury, Ameobi performed admirably in his stead, playing as the lone battering ram in attack.
However only the Geordie striker knows how he failed to give his side the lead in the third minute, when he inexplicably headed over Danny Simpson's delightful cross from the right from four yards.
Play quickly switched to the other end, where Tom Cleverley twice went close to giving his side the lead. The first chance was created when he shifted a foot sideways before launching a brilliant 18-yard shot which the recalled and fit-again Steve Harper did well to palm away.
Cleverley, on loan from Manchester United, then wasted an easier opportunity when he volleyed over Mohamed Diame's cross from close range.
Despite those two opportunities, and another when former Magpie Gary Caldwell headed on to the bar and Hugo Rodallega scooped over, Newcastle had the upper hand for most of the match.
Lovenkrands, who has played only a bit-part this campaign having been so integral last season, had a handful of opportunities to add to Newcastle's lead.
Martinez defiant after 'worst performance'
The Dane was unlucky on the first occasion when he desperately tried to untangle his feet in order to convert Barton's ball from the right. the ex-Rangers man then had a shot blocked by Antolin Alcaraz and followed that up with a header that was cleared by keeper Ali Al Habsi.
Newcastle's Argentines could have doubled the advantage, with defender Coloccini heading Barton's corner-ball against the bar, in what was clearly a training-ground move, before Jonas Gutierrez had his shot smothered by Oman stopper Al Habsi.
The second 45 minutes produced less of a feast of chances. Wigan replaced Hendry Thomas with James McArthur and then brought on forward Mario Boselli for the largely ineffective midfielder Jordi Gomez.
The changes made little difference. The problem for the Latics was that when they did have possession they either gave it up easily with a poor pass or were closed down quickly, more often than not by the snappy terrier Cheik Tiote.
Newcastle character pleases Pardew
They failed to make the most of their early second-half dominance with Harper, back in in the starting line-up after recovering from a shoulder injury, only called into action when he had to pick up the loose ball from behind his goal.
Newcastle created the only two clear-cut openings of the half, with Taylor heading another Barton free-kick against the bar before substitute striker Leon Best over-ran the ball after an impressive run into the area on the right.
But it was a day when the Magpies could afford to be profligate in front of goal against a Wigan outfit who were far more wasteful.
Wigan manager Roberto Martinez: "It was a very scrappy game. We were quite poor and not up to the level we can achieve.
"After a very slow start we began to show a threat but it was one of those games where the first goal was important. We could not find a way to impose ourselves.
"It is time to look forward and get ready for Wednesday. I think maybe the number of games we played has taken its toll."
Newcastle manager Alan Pardew: "We worked hard and were disciplined and did the right things at the right times.
"The group has shown all season we're of good character and some of the disciplines we showed were first class.
"The most important message for a club as big as us is that we should expect to win every game, regardless of the opposition, and then we see where we fall."
57:52 The offside flag is raised against Hugo Rodallega. Free kick taken by Steve Harper.
56:27 The ball is crossed by Antolin Alcaraz.
55:16 Free kick awarded for a foul by Shola Ameobi on Antolin Alcaraz. Ronnie Stam takes the direct free kick.
54:09 Hugo Rodallega produces a right-footed shot from just outside the box that misses to the right of the target.
53:20 Hugo Rodallega has an effort at goal from just inside the box that misses to the right of the goal.
52:18 Foul by Joey Barton on Tom Cleverley, free kick awarded. The free kick is swung in right-footed by Ben Watson.
46:47 Jonas Gutierrez fouled by Steve Gohouri, the ref awards a free kick. Free kick taken by Joey Barton.
45:01 The referee gets the second half underway.
45:01 Substitution James McArthur comes on in place of Hendry Thomas.
Half Time
45:00+1:50 The referee blows for half time.
45:00+0:42 Gary Caldwell challenges Jonas Gutierrez unfairly and gives away a free kick. Joey Barton delivers the ball from the free kick right-footed from left by-line.
45:00+0:42 Booking The referee books Gary Caldwell for unsporting behaviour.
44:16 The ball is crossed by Joey Barton, Peter Lovenkrands produces a header from deep inside the six-yard box that clears the bar.
42:44 Jonas Gutierrez takes a shot. Ali Al Habsi makes a save.
41:42 Unfair challenge on Mohamed Diame by Shola Ameobi results in a free kick. Ronnie Stam takes the direct free kick.
39:00 Corner taken by Joey Barton, Fabricio Coloccini takes a shot.
38:00 Free kick awarded for a foul by Ben Watson on Cheik Tiote. Free kick taken by Fabricio Coloccini.
38:00 Booking Ben Watson goes into the book for unsporting behaviour.
37:12 Handball by Joey Barton. Free kick taken by Ben Watson.
35:09 Corner taken by Ben Watson, Gary Caldwell takes a shot. Hugo Rodallega produces a right-footed shot from inside the area that clears the crossbar.
34:52 Tom Cleverley takes a shot. Kevin Nolan gets a block in.
34:30 Unfair challenge on Gary Caldwell by Shola Ameobi results in a free kick. Gary Caldwell restarts play with the free kick.
33:34 Hugo Rodallega gives away a free kick for an unfair challenge on Sanchez Jose Enrique. Free kick taken by Steve Harper.
30:51 Long range effort by Cheik Tiote goes harmlessly over the crossbar.
30:17 Corner taken by Joey Barton from the right by-line, clearance by Hugo Rodallega.
29:16 Mohamed Diame challenges Jonas Gutierrez unfairly and gives away a free kick. Free kick taken by Joey Barton.
27:21 The official flags Peter Lovenkrands offside. Ali Al Habsi takes the free kick.
27:00 Free kick awarded for a foul by Antolin Alcaraz on Peter Lovenkrands. Joey Barton restarts play with the free kick.
24:36 Free kick awarded for a foul by Mohamed Diame on Cheik Tiote. Free kick taken by Steven Taylor.
22:26 Peter Lovenkrands takes a shot. Save made by Ali Al Habsi.
21:17 Steven Taylor concedes a free kick for a foul on Mohamed Diame. Antolin Alcaraz takes the free kick.
18:42 Joey Barton takes a shot. Ali Al Habsi makes a save. Assist by Peter Lovenkrands.
18:42 GOAL - Shola Ameobi:Wigan 0 - 1 Newcastle Shola Ameobi finds the back of the net with a goal from close in to the bottom left corner of the goal. Wigan 0-1 Newcastle.
17:43 Corner taken right-footed by Joey Barton to the near post, Jordi Gomez manages to make a clearance.
16:59 Peter Lovenkrands fouled by Hendry Thomas, the ref awards a free kick. The free kick is delivered right-footed by Joey Barton from left wing, Antolin Alcaraz manages to make a clearance.
16:33 Peter Lovenkrands has an effort at goal from 12 yards. Ali Al Habsi makes a comfortable save.
14:34 Shot from deep inside the area by Tom Cleverley clears the crossbar.
13:37 Foul by Cheik Tiote on Jordi Gomez, free kick awarded. Ben Watson takes the direct free kick.
8:49 Unfair challenge on Jordi Gomez by Danny Simpson results in a free kick. Ben Watson takes the free kick.
8:49 Booking Booking for Danny Simpson for unsporting behaviour.
7:27 Kevin Nolan concedes a free kick for a foul on Hendry Thomas. Ben Watson takes the free kick.
5:03 Corner taken right-footed by Ben Watson, Antolin Alcaraz takes a shot. Save made by Steve Harper.
4:48 Shot from 20 yards by Tom Cleverley. Save by Steve Harper.
4:12 Joey Barton challenges Mohamed Diame unfairly and gives away a free kick. Free kick taken by Ben Watson.
1:35 Danny Simpson produces a cross, Shola Ameobi has a headed effort at goal from close in which goes wide right of the goal.
0:42 Kevin Nolan fouled by Mohamed Diame, the ref awards a free kick. Direct free kick taken by Joey Barton.
0:00 The ref blows the whistle to start the match.
Live text and data provided by The Press Association.
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