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CONDENSED CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME (Unaudited) (USD $)
In Thousands, except Per Share data, unless otherwise specified
 3 Months Ended
Jun. 30, 2013
Jun. 30, 2012
Income Statement [Abstract]    
Sales $ 74,194 $ 68,955
Cost of sales 50,181 46,651
Gross profit 24,013 22,304
Operating expenses:    
General and administrative 5,873 5,922
Advertising 10,395 9,850
Depreciation 248 328
Total operating expenses 16,516 16,100
Income from operations 7,497 6,204
Other income (expense):    
Interest income, net 47 59
Other, net (2)  
Total other income 45 59
Income before provision for income taxes 7,542 6,263
Provision for income taxes 2,787 2,311
Net income 4,755 3,952
Net change in unrealized gain (loss) on short term investments (46) 9
Comprehensive income $ 4,709 $ 3,961
Net income per common share:    
Basic (in dollars per share) $ 0.24 $ 0.20
Diluted (in dollars per share) $ 0.24 $ 0.20
Weighted average number of common shares outstanding:    
Basic (in shares) 19,848 20,119
Diluted (in shares) 20,004 20,245
Cash dividends declared per common share (in dollars per share) $ 0.15 $ 0.15