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CONDENSED CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME (Unaudited) (USD $)
In Thousands, except Per Share data, unless otherwise specified
 3 Months Ended 6 Months Ended
Sep. 30, 2013
Sep. 30, 2012
Sep. 30, 2013
Sep. 30, 2012
Income Statement [Abstract]        
Sales $ 60,479 $ 58,145 $ 134,673 $ 127,100
Cost of sales 41,227 38,775 91,408 85,426
Gross profit 19,252 19,370 43,265 41,674
Operating expenses:        
General and administrative 5,505 5,371 11,378 11,293
Advertising 6,985 7,424 17,380 17,274
Depreciation 230 249 478 577
Total operating expenses 12,720 13,044 29,236 29,144
Income from operations 6,532 6,326 14,029 12,530
Other income:        
Interest income, net 48 64 95 123
Other, net 1   (1)  
Total other income 49 64 94 123
Income before provision for income taxes 6,581 6,390 14,123 12,653
Provision for income taxes 2,431 2,356 5,218 4,667
Net income 4,150 4,034 8,905 7,986
Net change in unrealized gain (loss) on short term investments   16 (46) 25
Comprehensive income $ 4,150 $ 4,050 $ 8,859 $ 8,011
Net income per common share:        
Basic (in dollars per share) $ 0.21 $ 0.20 $ 0.45 $ 0.40
Diluted (in dollars per share) $ 0.21 $ 0.20 $ 0.44 $ 0.40
Weighted average number of common shares outstanding:        
Basic (in shares) 19,902 19,962 19,875 20,040
Diluted (in shares) 20,044 20,062 20,024 20,154
Cash dividends declared per common share (in dollars per share) $ 0.17 $ 0.15 $ 0.32 $ 0.30