[T]he term `produces' means to produce, manufacture, or publish
any book, magazine, periodical, film, video tape, computer generated
image, digital image, or picture, or other similar matter and
includes the duplication, reproduction, or reissuing of any such
matter, but does not include mere distribution or any other activity
which does not involve hiring, contracting for managing, or
otherwise arranging for the participation of the performers depicted

I would read this as the guy that is shipping and delivering the magazine or news paper.