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CONDENSED CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME (Unaudited) (USD $)
In Thousands, except Per Share data, unless otherwise specified
 3 Months Ended 9 Months Ended
Dec. 31, 2013
Dec. 31, 2012
Dec. 31, 2013
Dec. 31, 2012
Income Statement [Abstract]        
Sales $ 50,086 $ 49,609 $ 184,759 $ 176,709
Cost of sales 33,197 32,397 124,605 117,823
Gross profit 16,889 17,212 60,154 58,886
Operating expenses:        
General and administrative 5,106 5,147 16,484 16,440
Advertising 4,517 4,602 21,896 21,876
Depreciation 219 254 697 831
Total operating expenses 9,842 10,003 39,077 39,147
Income from operations 7,047 7,209 21,077 19,739
Other income:        
Interest income, net 46 141 141 264
Other, net (3) (3) (5) (3)
Total other income 43 138 136 261
Income before provision for income taxes 7,090 7,347 21,213 20,000
Provision for income taxes 2,549 2,770 7,767 7,437
Net income 4,541 4,577 13,446 12,563
Net change in unrealized gain (loss) on short term investments 9 (83) (36) (58)
Comprehensive income $ 4,550 $ 4,494 $ 13,410 $ 12,505
Net income per common share:        
Basic (in dollars per share) $ 0.23 $ 0.23 $ 0.68 $ 0.63
Diluted (in dollars per share) $ 0.23 $ 0.23 $ 0.67 $ 0.63
Weighted average number of common shares outstanding:        
Basic (in shares) 19,925 19,808 19,892 19,963
Diluted (in shares) 20,079 19,923 20,042 20,077
Cash dividends declared per common share (in dollars per share) $ 0.17 $ 1.15 $ 0.49 $ 1.45