If you use InDesign to create your publications then we recommend you use the following method to create your PDF's.
Select Export from the File menu
Select the "General" option from the list on the left
Select "Smallest File Size" option from the Adobe PDF Presets
Change the "Compatibility" setting to "Acrobat 4"
Select "Optimize for Fast Web View"
Select "Hyperlinks from the "Include" section
Select the Compression option from the list on the left
Change the "pixels per inch" as indicated in the image below
Select "Compress Text and Line Art"
Select the "Output" option from the list on the left
In the "Color" section select the options as indicated in the image below.
Select the "Advanced" option from the list on the left
In the Transparency Flattner section select "Medium Resolution"
Click on the "Save Preset" button and enter a name for these settings such as "Flipbook". This will make it easier to load these settings later.
In future all you need to do is select the preset you saved in Step 5 via "Adobe PDF Presets" option on the File menu.