By Jonathan Moreland, founder of InsiderInsights.com and author of Profit From Legal Insider Trading.

NEW YORK ( TheStreet) -- Which insiders are selling and buying chunks of stocks?

Below are lists of the top 10 open-market insider purchases and sales filed at the Securities and Exchange Commission Monday, November 08, 2010 as ranked by dollar value. Company executives and directors are in the best position to assess the attractiveness of their firms' shares, and here is how many of them are voting their wallets! Please note, however, that these are factual lists, not buy and sell recommendations. Dollar value is only one metric to assess the importance of an insider transaction.

Carters (CRI) Berkshire Partners Llc BO 680,602 $18,974,842
Everest Re Group (RE) Everest Reinsurance Holdings BO 130,946 $11,560,027
VMware (VMW) Emc Corp BO 32,100 $2,497,095
American International Group (AIG) Fairholme Capital Mgt Llc BO 50,200 $2,188,218
ITT Educational Svs (ESI) Blum Capital Partners Lp BO 24,200 $1,405,052
Pacific Sunwear (PSUN) Greek Investments BO 100,000 $590,486
Digital Realty Trust (DLR) Chapman Laurence A DIR 10,000 $551,600
NiSource (NI) Nutter Wallace Lee DIR 30,000 $527,307
Cabelas (CAB) Mark Reuben DIR 20,000 $460,000
Unifi (UFI) Langone Kenneth G DIR 29,734 $441,636
Source: www.InsiderInsights.com
Whole Foods Market (WFMI) Green Equity Investors V DIR,BO 5,000,000 $229,250,000
Oracle (ORCL) Ellison Lawrence Joseph CEO,DIR
BO
1,000,000 $28,989,800
Microsoft (MSFT) Gates William H III DIR 1,000,000 $27,168,500
Healthspring (HS) Leon Benjamin Jr DIR 226,474 $6,369,091
American Financial Group (AFG) Lindner S Craig CEO,PR
DIR
200,000 $6,320,555
Fastenal (FAST) Kierlin Robert A DIR 100,000 $5,350,900
Parker Hannifin (PH) Pistell Timothy K VP,CFO 45,000 $3,610,496
MetroPCS Communications (PCS) TA Associates DIR 300,000 $3,525,225
DST Systems (DST) McDonnell Thomas A CEO,DIR 78,352 $3,378,924
Rackspace Hosting (RAX) Wells Fargo & Co BO 125,000 $3,303,750
Source: www.InsiderInsights.com

Key to Titles:A=Assistant, AI=Affiliated Investor, AO=Accounting Officer, BD=Business Development, BO=Beneficial Owner, CAO=Chief Accounting Officer, CB=Chairman, CCO=Chief Compliance Officer, CEO=Chief Executive Officer, CFO=Chief Financial Officer, CIO=Chief Information Officer, CO=Compliance Officer, COO=Chief Operating Officer, CT=Controller, CTO=Chief Technology Officer, DIR=Director, EVP=Executive Vice President, F=Founder, FO=Financial Officer, GC=General Counsel, HR=Human Resources, IO=Information Officer, IR=Investor Relations, LO=Legal Officer, MD=Managing Director, O=Officer, OO=Operating Officer, PR=President, PT=Partner, REL=Relative of an insider, SEC=Secretary, SH=Shareholder, SO=Sales Officer, TO=Technology Officer, TR=Treasurer, TT=Trustee, VCB=Vice Chairman, VP=Vice President, X=Ex Officer or other title displayed.

Jonathan Moreland is the founder of InsiderInsights.com, which produces a weekly newsletter and offers professional screening and alerting tools to analyze a proprietary, real-time insider data feed. He is also the principal of Insider Asset Management, a registered investment advisor in New York. Mr. Moreland has been analyzing insider data professionally for two decades and has been a contributor to TheStreet.com since 2001. A fundamental analyst with an MBA in finance, Mr. Moreland long ago identified insider data as an excellent first screen to determine where to focus his research efforts. He is quoted frequently in the media for his insider analysis and stock recommendations stemming from it. He is also author of Profit From Legal Insider Trading.

Under no circumstances does the information in this column represent a recommendation to buy or sell stocks. While he cannot provide investment advice or recommendations, Moreland appreciates your feedback; click here to send him an email.