"What does this say about their confidence with regard to future revenue projections? All senior executives liquidating positions within 7 days of one another? Hmmmmm....very interesting."
It is interesting.....Maybe Apple is considering buying Avid and the boy's want to lighten up in case it happens. There could be many reasons, and they aren't all bad. The chart alone keeps me in, look at that double bottom! Gotta love it!
I'm not choosing sides either way, but you must have some clue as to the way insiders can and do sell stock. There is a relatively narrow window on either side of the reporting periods that open for insider sales. In most companies it is less than 30 days, and if ther is any material event, it can narrow that window even further. Option exercises (buy at $11 3/8 and sell at $50+) also happen at specific times so they can also be focused on a particularly small window.
Insiders selling (or buying) at roughly the same time is such a small indicator as to be useless. Insider buying and selling across an industry over a few q's has some value, but even then it's pretty much worthless.
Additionally, having been there myself, some companies, or individuals sell holdings on a regular basis to reduce concentration, or to offset option grants that are coming up in the near-term. Lots of this stuff happens at or near year-end.
I have no opinion either way on the stock, but I wouldn't base any decisions on short-term insider decisions.