Ahh, the ART-7 is very low output. I found this...
"According to an insider at Audio Technica (Japan) the ART7 is more for
classical music because it has better micro layering of soundstage. ART9
on the other hand is a much more of an all rounder because it has a
very powerful presentation which suits Jazz, Rock and Pop along with
classical. ART7 doesnt have the macrodynamic force that the ART9 has.
Moreover ART7 is an extremely low output cart making it a difficult cart
for phonostage matching. The ART9 is much more friendly in its output
voltage and matches with any decent phonostage."