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Summary of significant accounting policies (Details 2) (USD $)
In Thousands, unless otherwise specified
3 Months Ended 6 Months Ended
Jun. 30, 2013
Jun. 30, 2012
Jun. 30, 2013
item
Jun. 30, 2012
Dec. 31, 2012
Segment and geographical information          
Number of reportable segments     1    
Revenue $ 26,239 $ 24,302 $ 49,373 $ 48,489  
Marketable securities          
Short-term marketable securities 39,426   39,426   41,558
Long-term marketable securities 0   0    
Unrealized gains or losses from investments in marketable securities     0    
Realized gains or losses from investments in marketable securities     0    
Retail subscription
         
Segment and geographical information          
Revenue 8,731 8,017 16,798 15,864  
Retail single-use
         
Segment and geographical information          
Revenue 2,830 3,877 5,416 7,494  
Wholesale
         
Segment and geographical information          
Revenue 12,339 11,122 23,894 23,206  
Advertising and other
         
Segment and geographical information          
Revenue $ 2,339 $ 1,286 $ 3,265 $ 1,925