Why do we publish? It is to make our work visible to the world; to the international academic community! As such, we must publish with high impact factored publishing firms and journals who can traffic a great number of audience globally to our book.
I agree with Dr. Ekta that their reputation also matters. The truth is that, scholars must aim and should publish with publishers who will rigorously improve the state of their book through the provision of excellent peer/blind review processes, editing and proofreading services and so forth. I have seen a couple of publishers who fail to provide these pivotal services that hone the quality of books churned our into the public academic space. Serious scholars must shun such scrupulous publishers who reduces the sanity and rigor of Science!