Absolutely agree Doug, except saying level is pointless. Where do you suggest someone begin for VTA with a cartridge installation?
LISTENING must be the key to the process. So how about beginning with the cartridge adjusted for level, then listening awhile. Now raise the arm a bit at the pivot point and listen again. Measure this position (easy with the scale on the VPI arm and a few others, otherwise find a way to measure the amount of elevation on the arm post). Then lower the arm below the initial level setting and listen yet again. Measure this position. Now the person should have an idea about what sounds best in their set up. If either the positive (higher at pivot) or negative (lower at pivot) VTA sounds clearly better than the other or level, return to that point (this is why you measure) begin fine tuning with small increases and decreases until it is dialed in. Think of it like focusing a telephoto lens, moving back and forth until optimum sharpness (musicality) is achieved.
And further for the OP, realize that different hobbyists take VTA to different degrees. Some may use an average thickness record and set VTA for that. Others may identify (another reason for measuring) settings for say 150, 180, and 200 gram LPs and make a quick adjustment when each type is played. The most obsessive may do listening tests for each of their favorite records and make a note of that particular VTA so they can quickly readjust for that. I assume the later group always have arms with some form of calibrated VTA scale.
