CONDENSED CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME (Unaudited) (USD $) In Thousands, except Per Share data, unless otherwise specified	3 Months Ended
	Jun. 30, 2014	Jun. 30, 2013
Income Statement [Abstract]
Sales	$ 72,541	$ 74,194
Cost of sales	48,769	50,181
Gross profit	23,772	24,013
Operating expenses:
General and administrative	5,875	5,873
Advertising	9,896	10,395
Depreciation	163	248
Total operating expenses	15,934	16,516
Income from operations	7,838	7,497
Other income (expense):
Interest income, net	44	47
Other, net	9	(2)
Total other income	53	45
Income before provision for income taxes	7,891	7,542
Provision for income taxes	2,918	2,787
Net income	4,973	4,755
Net change in unrealized gain (loss) on short term investments	8	(46)
Comprehensive income	$ 4,981	$ 4,709
Net income per common share:
Basic (in dollars per share)	$ 0.25	$ 0.24
Diluted (in dollars per share)	$ 0.25	$ 0.24
Weighted average number of common shares outstanding:
Basic (in shares)	19,961	19,848
Diluted (in shares)	20,092	20,004
Cash dividends declared per common share (in dollars per share)	$ 0.17	$ 0.15