Any advice on optimizing folio size?

We are currently developing a 10-12 article folio with a modest amount of rich media; 2-3 videos, an image sequence and a few MSOs. Nothing compared to what I have seen in magazines I have downloaded that appear to be a fraction of the size (we are currently at about 230mb). Is there a piece to this puzzle that we may be missing?
Thanks in advance

Just to follow up Bob--dropped the suspect article with the web overlay out of the folio and we are still at about 230 mb for a 15 article folio (down from 255). investigated a little further an found an article with a very small amt of extra function is 22mb.
Is there something about vertical stacking articles that eat up a lot of space for ex?
Thanks
Mattias

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