Error - Length of LOB data to be replicated exceeds configured maximum 65536

In one of my previour projects for one of the reporting requirements I wanted to replicate the data from one database (where ETL process was carried out) to another database (reports can source the data from here).

To achieve this I had setup On Demand Transactional Replication. Initially it seemed to work fine for few tables, however all of a sudden I started getting an error saying:

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

After searching on the web I came to know that SQL Server has a default value configured maximum length of text that can be replicated.

To get rid of this error run the following command in the SQL Server Management Studio (How to launch Management Studio from Run prompt):

EXEC sp_configure 'max text repl size', 2147483647
RECONFIGURE

Hope that helps!