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, 2014	Sep. 30, 2013	Sep. 30, 2014	Sep. 30, 2013
Income Statement [Abstract]
Sales	$ 57,576	$ 60,479	$ 130,117	$ 134,673
Cost of sales	39,117	41,227	87,886	91,408
Gross profit	18,459	19,252	42,231	43,265
Operating expenses:
General and administrative	5,381	5,505	11,256	11,378
Advertising	6,915	6,985	16,811	17,380
Discontinued project costs	1,714		1,714
Depreciation	159	230	322	478
Total operating expenses	14,169	12,720	30,103	29,236
Income from operations	4,290	6,532	12,128	14,029
Other income:
Interest income, net	44	48	88	95
Other, net	(2)	1	7	(1)
Total other income	42	49	95	94
Income before provision for income taxes	4,332	6,581	12,223	14,123
Provision for income taxes	1,600	2,431	4,518	5,218
Net income	2,732	4,150	7,705	8,905
Net change in unrealized gain (loss) on short term investments	(1)		7	(46)
Comprehensive income	$ 2,731	$ 4,150	$ 7,712	$ 8,859
Net income per common share:
Basic (in dollars per share)	$ 0.14	$ 0.21	$ 0.39	$ 0.45
Diluted (in dollars per share)	$ 0.14	$ 0.21	$ 0.38	$ 0.44
Weighted average number of common shares outstanding:
Basic (in shares)	20,016	19,902	19,988	19,875
Diluted (in shares)	20,146	20,044	20,119	20,024
Cash dividends declared per common share (in dollars per share)	$ 0.17	$ 0.17	$ 0.34	$ 0.32