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PDFs are fine if you intent to print before reading or are reading on a computer.
As EA pointed out, RTF is great as a transition file -- created easily out of Word or any word processor (presumably that's how these files are created anyway) -- and then posted as ePub or mobi files for use by anyone with a stand-alone ereader. Ideally, the website would post two files: ePub for everyone without a Kindle, and mobie for everyone WITH a Kindle. Both formats can be created with trivial effort (starting with the right tools).
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