Length of LOB data (96896) to be replicated exceeds configured maximum 65536.

Error:

Length of LOB data (78862) to be replicated exceeds configured maximum 65536

Scenario:

We published some articles that use varchar(max) and a lot of XML data types for the columns. When we enabled replication, we got the error Length of LOB data (78862) to be replicated exceeds configured maximum 65536

Solution:

Increase the size that can be replicated. This is applicable for transactional replication only.

T-SQL: 
EXEC sp_configure ‘max text repl size’, 2147483647

SSMS (excerpt from BOL):

1. In Object Explorer, right-click a server and select Properties.
2. Click the Advanced node.
3. Under Miscellaneous, change the Max Text Replication Size option to the desired value.

Reference:

BOL ms-help://MS.SQLCC.v9/MS.SQLSVR.v9.en/udb9/html/3056cf64-621d-4996-9162-3913f6bc6d5b.htm