Pardew is aware they are vulnerable to clubs with bigger spending power dangling the carrot of Champions League football in front of his players.
There is a pragmatism too at St James' Park, as was demonstrated when Ashley accepted Liverpool's £35million bid for Andy Carroll in January 2011, and while it might not take that much to prise out one of the current crop, potential suitors would have to make the Magpies an offer they simply could not refuse.
But what is the good picking up megga money for a star player when there isn't time to spend it?
Carroll left Newcastle with 30mins left of the transfer window.
Alan Pardew: "I feel we are in a strong position financially to hold on to our players.
"If one of our top players goes, it will be a bid that blows the doors off. That's it.
"In terms of the big players, again we have not sold anybody. We have players under long-term contracts here. Hopefully we can add to that.
"We are strong in some areas and weak in others. I think it would be nice to strengthen in some areas.
"The obvious target is a striker and we have four or five targets.
"It is difficult, because I know there is speculation, particularly about Darren Bent."