Wendy Caster wrote in the 2003 edition of "The Lesbian Sex Book" that lesbians have enjoyed using the Magic Wand due to its ability to concentrate powerful vibration on the clitoris. "Mobile Magazine" announced in its July 2005 issue that readers had voted the Magic Wand "the No. 1 greatest gadget of all time". The Magic Wand won despite being included in the category that included the iPod, the telephone, and the toothbrush. In 2006, Melinda Gallagher and Emily Kramer, founders of women's entertainment company CAKE, awarded the device the Best Vibrator Award in their book "A Piece of Cake". Many publications have called the Magic Wand the mother of all vibrators including: "The Hot Woman's Handbook", "Clean Sheets", the "Valley Advocate", and "Cosmopolitan Magazine". Gallagher and Kramer wrote that the device was effective at giving the clitoris and vulva intense oscillation sensations. Writing for the "Star Tribune", Alexis McKinnis recommended the device for a woman having difficulty achieving orgasm. She wrote that for thirty-years a multitude of females had found it to be an assured way to reach orgasm. McKinnis recommended the Magic Wand again in a subsequent column as a Valentine's Day gift, and wrote that it faced little competition due to its basic construction, efficiency, intensity, and reliability. Author Robert J. Rubel wrote that the device was among the highest-demanded vibrators in the United States. Rubel stated that approximately ninety-percent of females are able to achieve orgasm with the Magic Wand. A panel of users arranged by "Good Housekeeping" tried the Magic Wand for relief of lumbar discomfort and were unimpressed with the results. "Self Magazine" observed in 2010 that the device's appreciation had become a cultural phenomenon. Rachel Kramer Bussel praised the device in a 2011 article for "SexIs Magazine" titled: "10 Reasons The Hitachi Magic Wand is My Favorite Vibrator". She composed her article in the form of an ode to her favorite toy. Her rationale for selecting the device as her favorite included its power, speed it takes her to a state of increased arousal, its lack of need for batteries, its delivery of intense clitoral sensations, and its affordability. Yana Tallon-Hicks described the device in a 2011 piece for the "Valley Advocate", and wrote that it was quite effective at bringing women to orgasm. She compared its intensity to a Mack Truck. "Valley Advocate" recommended the Magic Wand in a 2012 article for overweight partners to use during sex because of its longer handle.