@kkfengdao,
This is the second question of this type by this member. The earlier one referred to The Black Swan and The Ship--both were book shops owned by the gentleman who published Daniel Defoe. I suspected and said as much in that thread that they had previously been public houses, and that they had been purchased by Mr. Taylor who converted them to print shops and booksellers. "At the sign of The Ship" appeared on the title pages of books published by William Taylor, and that sort of thing was common in the 17th and 18th centuries (Taylor died about 1725).
So, yes, the names refer to writers, and they are puns. Mr. Taylor's shops had been inPaternoster Row, well known for printing and publishing for centuries, until destroyed in the Blitz. I don't know about New Street, but i suggest that with a little research, one might find that printshops and booksellers were found there, too.