Reduce File Size and Optimise PDF both increase file size

Hi All
I have exported a pdf (our college mag) at smallest file size from Indesign CS4 for online use. The problem is the resultant file size is a little under 19Mb. Using both or either Reduce File Size or Optimise functions simply result in an increase to 22Mb. The document is packed with images however I would have thought one or both of these processes would have helped reduce the file size to a more manageable download file size.
A pdf is also produced to go to print so simply compressing all images prior to imcuding them in Indesign is not a preferable option - this would mean creating two separate Indesign documents, something which I would rather avoid if possible.
Any help would be greatly appreciated as always.
The file reside here if anyone cares to take a look http://www.ayrcoll.ac.uk/index.php?name=UpDownload&req=viewdownload&cid=11&orderby=dateD  It's the latest release (September 09)
Thanks
Colin

You might want to do an audit of the PDF (button in PDF Optimizer) and try to figure out what the various parts are. It shows 58% is content streams (sorry, but I am not sure what that is), 26% is overhead, and only 12.7% is graphics. Since you are not storing bookmarks and such, you might want to try going back to ID and printing to the Adobe PDF printer for a comparison. It may be one technique is more efficient than the other.
When I used the optimizer, the file did get larger. When I used Reduce File Size, it got slightly smaller. The key may be in figuring out what the various parts are from the audit. You might try copying one page of ID to a new document and play with various versions - different fonts (all were embedded and that is probably best), variations on graphics, etc. That is all I can suggest since I would simply be playing with different ways to produce the document and looking at what is causing the bloat. When the Images are only 12.7% and the fonts less than 1%, there is something going on to produce the size, and those 2 are typically the killers. I would mention tags that tend to bloat, but you do not have any (normally used for assessibility).
You might want to try some of the preflight checks to find issues. I did the transparency check and got 170 instances in 22 pages. Flattening the page may help. There were some pages that seemed to be very bad. However, I did not get a big file size reduction. I did not get a lot of improvement by printing to a new PDF either. Certain pages seem to be part of the bloat problem. The print took a long time around pages 11 and 22.
One troubleshooting technique would be extract pages to separate files and look at the details of each page to see what is causing the issue.
Need to go. Good luck.

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