"Publisher of Cheap and Popular Pictures" principal (4)

I believe the answer is:

ives

(Other definitions for ives that I've seen before include "Saint of Cornwall or Cambridgeshire" , "he composed" , "St -, Cornish resort" , "Charles -, American composer (The Unanswered Question)" , "American composer of Three Places in New England, d. 1954" .)

I've seen this clue in the Newsday.

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