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Note 7 - Prepaids and Other Current Assets
12 Months Ended
Dec. 31, 2011
Supplemental Balance Sheet Disclosures [Text Block]
NOTE 7 - PREPAIDS AND OTHER CURRENT ASSETS:

Prepaids and Other Current Assets contain prepaid insurance premiums, medical supplies, tax payments, direct response advertising costs and various other assets whose useful life is less than one year.

Direct Response Advertising Costs of $1.3 million and $1.3 million as of December 31, 2011 and 2010, respectively, consist of capitalized advertising costs which have met the criteria outlined in ASU 340, including; probable future benefit, the ability to uniquely track individual responses to specific advertisements, and from which no material selling or marketing expenses are expected to occur after the advertisement.  These capitalized Direct Response Advertising costs are amortized and recognized as an expense over the expected benefit period.  These amounts (which relate primarily to specific broadcast and internet based advertisements) are capitalized and begin to amortize at the time of use, based on the broadcast date or month of usage and are amortized over the expected period that revenue will be generated over as a result of these costs (which was six or seven months in 2011, deopending on the line of business).