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Having an article published in Nature is very prestigious, and the articles are often highly cited, which can lead to promotions, grant funding, and attention from the mainstream media.
Because of these positive feedback effects, competition among scientists to publish in high-level journals like Nature and its closest competitor, Science, can be very fierce.
Natures impact factor, a measure of how many citations a journal generates in other works, was 36. 280 in 2011 ( as measured by Thomson ISI ), among the highest of any science journal.

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