I ended up using the WCF Configuration Editor to add the tracing to the web.config. It generated these two sections in my web.config.
<configuration>
<system.diagnostics>
<sources>
<source name="System.ServiceModel.MessageLogging" switchValue="Warning,ActivityTracing">
<listeners>
<add type="System.Diagnostics.DefaultTraceListener" name="Default">
<filter type="" />
</add>
<add name="ServiceModelMessageLoggingListener">
<filter type="" />
</add>
</listeners>
</source>
<source propagateActivity="true" name="System.ServiceModel" switchValue="Warning,ActivityTracing">
<listeners>
<add type="System.Diagnostics.DefaultTraceListener" name="Default">
<filter type="" />
</add>
<add name="ServiceModelTraceListener">
<filter type="" />
</add>
</listeners>
</source>
</sources>
<sharedListeners>
<add initializeData="C:\Tracing\Krypton_Web_messages.svclog"
type="System.Diagnostics.XmlWriterTraceListener, System, Version=4.0.0.0, Culture=neutral, PublicKeyToken=b77a5c561934e089"
name="ServiceModelMessageLoggingListener"
traceOutputOptions="Timestamp">
<filter type="" />
</add>
<add initializeData="C:\Tracing\Krypton_Web_tracelog.svclog"
type="System.Diagnostics.XmlWriterTraceListener, System, Version=4.0.0.0, Culture=neutral, PublicKeyToken=b77a5c561934e089"
name="ServiceModelTraceListener"
traceOutputOptions="Timestamp">
<filter type="" />
</add>
</sharedListeners>
<trace autoflush="true" />
</system.diagnostics>
...and this:
<diagnostics>
<messageLogging logEntireMessage="true" logMalformedMessages="true"
logMessagesAtTransportLevel="true" />
</diagnostics>
Then, before publishing I went and created the C:\Tracing folder and added "Everyone" with full permissions. Finally I published and now the two .svclog files are in the folder!!!! Not sure why my original configuration didn't work to begin with.