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 Friday, January 28, 2011 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.

Pacific Sunwear (PSUN) Greek Investments BO 350,000 $1,552,340
Hain Celestial (HAIN) Icahn Carl C BO 42,600 $1,163,876
RLI Corp (RLI) Stephens Gerald D DIR 6,605 $358,861
CA (CA) McCracken William E CEO,DIR 15,000 $356,533
Ev Energy Partners Lp (EVEP) Houser Mark A PR,COO
DIR
4,074 $154,608
Exar (EXAR) Soros Fund Mgt BO 18,239 $115,437
Royce Focus Trust (FUND) Fockler Jack E Jr VP,FO 13,000 $99,949
State Street (STT) Coym Peter DIR 2,000 $93,296
Johnson & Johnson (JNJ) Perez William D DIR 1,000 $60,740
Amer First Tax Ex Inv (ATAX) Yanney Michael B CB,PT 10,000 $54,800
Source: www.InsiderInsights.com
TD Ameritrade Holding (AMTD) TD Luxembourg Intl BO 793,640 $16,162,156
Royal Caribbean Cruises (RCL) Fain Richard D CB,CEO
DIR
200,000 $9,326,240
Unit Corp (UNT) George Kaiser Family Foundation BO 167,900 $8,468,160
American Express (AXP) Chenault Kenneth I CEO,DIR 170,000 $7,575,268
Mastercard (MA) Mastercard Foundation BO 21,220 $5,079,470
Apollo Group (APOL) Sperling Peter V VCB,DIR 102,661 $4,326,019
Sonic Solutions Ca (SNIC) Doris Robert J DIR 138,000 $2,023,080
Apollo Group (APOL) Sperling John G CB,DIR
BO
42,661 $1,799,467
Breitburn Energy LP (BBEP) Quicksilver Resources BO 58,000 $1,266,492
Summer Infant (SUMR) Wynnefield Partners SmCap Val BO 126,977 $1,011,237
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.

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