Open access publishing means that articles are available online immediately for viewing, downloading, and distributing in any manner you see fit, provided you maintain the original attribution.
Because the articles are so available, this can increase the chance that others will be exposed to that work. Preliminary data in this article by Guther Eysenbach suggest that open access papers are indeed cited more:
Citation Advantage of Open Access Articles
For more information about PLoS open access, see their definition and their FAQ.
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