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CONDENSED CONSOLIDATED STATEMENTS OF INCOME (Unaudited) (USD $) In Thousands, except Per Share data	3 Months Ended		6 Months Ended
	Sep. 30, 2011	Sep. 30, 2010	Sep. 30, 2011	Sep. 30, 2010
Income Statement [Abstract]
Sales	$ 58,225	$ 61,245	$ 131,803	$ 135,614
Cost of sales	38,291	38,915	87,759	86,058
Gross profit	19,934	22,330	44,044	49,556
Operating expenses:
General and administrative	5,604	5,713	11,708	11,921
Advertising	7,904	8,575	18,004	17,415
Depreciation	346	315	687	665
Total operating expenses	13,854	14,603	30,399	30,001
Income from operations	6,080	7,727	13,645	19,555
Other income:
Interest income, net	72	101	158	167
Other, net	64	30	63	33
Total other income	136	131	221	200
Income before provision for income taxes	6,216	7,858	13,866	19,755
Provision for income taxes	2,286	2,881	5,099	7,552
Net income	$ 3,930	$ 4,977	$ 8,767	$ 12,203
Net income per common share:
Basic (in dollars per share)	$ 0.19	$ 0.22	$ 0.41	$ 0.54
Diluted (in dollars per share)	$ 0.19	$ 0.22	$ 0.41	$ 0.54
Weighted average number of common shares outstanding:
Basic (in shares)	20,642	22,616	21,142	22,668
Diluted (in shares)	20,710	22,741	21,238	22,804
Cash dividends declared per common share (in dollars per share)	$ 0.125	$ 0.125	$ 0.250	$ 0.225

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