Why Full Text Feeds Actually Increase Page Views. Other than those who wish to stay off the radar, I’ve never understood why some blogs don’t offer a full feed. This goes some way to explaining why excerpts are a bad idea. (My emphasis)
Full text feeds makes the reading process much easier. It means it’s that much more likely that someone reads the full piece and actually understands what’s being said — which makes it much, much, much more likely that they’ll then forward it on to someone else, or blog about it themselves, or post it to Digg or Reddit or Slashdot or Fark or any other such thing — and that generates more traffic and interest and page views from new readers, who we hope subscribe to the RSS feed and become regular readers as well. The whole idea is that by making it easier and easier for anyone to read and fully grasp our content, the more likely they are to spread it via word of mouth, and that tends to lead to much greater adoption than by limiting what we give to our readers and begging them to come to our site if they want to read more than a sentence or two. It’s the same thing that we’ve talked about in other areas of the content industry. Taking value away from users to try to force a specific action is almost always going to be less desirable than providing people what they want.