By Jonathan Moreland, founder of Insider Insights 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 mainly open-market insider purchases and sales filed at the Securities and Exchange Commission Thursday, Nov. 3, 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.

Universal Display Corp (PANL) Discovery Capital Mgt BO 300,000 $13,401,000
Jefferies Group (JEF) Leucadia National BO 1,000,000 $11,843,900
Coca Cola (KO) Diller Barry DIR 100,000 $6,711,290
SLM Corp (SLM) Lord Albert L VCB,CEO
100,000 $1,370,450
Theravance (THRX) Glaxosmithkline BO 58,411 $1,298,477
Navarre (NAVR) Becker Drapkin Mgt BO 484,400 $744,777
Overstock.Com (OSTK) Chou Francis S M BO 64,425 $514,993
Capstead Mortgage (CMO) Mahowald Christopher W DIR 40,000 $477,966
Endurance Specialty Holdings (ENH) Moore Scott D DIR 6,532 $240,260
Moduslink Global Solutions (MLNK) Handy & Harman O 47,070 $188,031
Autozone (AZO) Lampert Edward S BO 226,875 $73,879,436
Google (GOOG) Brin Sergey F,DIR
83,334 $48,429,396
Apple (AAPL) Levinson Arthur D DIR 15,000 $5,954,523
Logmein (LOGM) Benson Steven J DIR 125,000 $4,892,567
Riverbed Technology (RVBD) Kennelly Jerry M CB,CEO
133,332 $3,538,658
Grand Canyon Education (LOPE) Richardson Brent D CB,DIR 150,000 $2,363,250
Harman International (HAR) Paliwal Dinesh C CB,CEO
52,029 $2,268,641
Weingarten Realty Investors (WRI) Dow Melvin A DIR 76,000 $1,690,240
Solarwinds (SWI) Horing Jeff DIR 50,000 $1,410,285
Boeing (BA) Bell James A VP,PR
20,000 $1,290,740

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.