By Jonathan Moreland, founder of 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 Thursday, November 18, 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.

VMware (VMW) EMC Corp BO 77,300 $5,989,348
General Growth Properties (GGP) China Investment Corp BO 128,356 $1,894,495
Pacific Sunwear (PSUN) Greek Investments BO 190,951 $1,080,382
MBIA (MBI) Brown Joseph W CEO,DIR 100,000 $999,590
Avatar Holdings (AVTR) Nash Joshua Lionel CB,DIR 37,500 $670,915
American Apparel (APP) Charney Dov CB,CEO
302,969 $381,741
Epicor Software (EPIC) Pickup Richard H DIR 30,000 $272,050
Cenveo (CVO) Burton Robert G Sr CB,CEO
49,300 $248,070
THL Credit (TCRD) Southwell David P DIR 14,100 $181,031
Blackrock (BLK) Cabiallavetta Mathis DIR 1,000 $168,692
Oracle (ORCL) Ellison Lawrence Joseph CEO,DIR
1,000,000 $28,380,100
Microsoft (MSFT) Gates William H III DIR 1,000,000 $25,824,700
McAfee (MFE) Dewalt David G CEO,PR
115,268 $5,452,084
SOTHEBYS (BID) Ruprecht William F PR,CEO
124,070 $5,172,396
Leapfrog Enterprises (LF) ET Holdings Llc BO 750,000 $4,206,250
Illinois Tool Works (ITW) McCormack Robert C DIR 62,100 $2,905,100
Brown & Brown (BRO) Downs Linda S VP 85,500 $1,923,750
Polo Ralph Lauren (RL) Farah Roger N PR,COO
16,643 $1,739,540
Ford Motor (F) Manoogian Richard A DIR 100,000 $1,671,500
Administaff (ASF) Rawson Richard G PR,DIR 53,302 $1,504,199

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, 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 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.