I'd suggest doing a search on this one. There are rather entertaining and huge threads available on this topic. I guess the only point of agreement may be the concensus seems to be to go synthetic. The debate rages over brands between AmsOil, Mobil 1, and Redline.
Very few have shown a preference for 10W-30. The preferred weight is 5W-20 or 5W-30.
AMSOil or Redline (went w/AMS this time b/c i couldnt afford Redline which is what i usually use). u will pay more, but u will great performance and protection. expect maybe a pony or 2, some more mpg, and 2 go 10k on ur oil b4 a change (change filters at 5k). have 2 love syn.