Former Oakland Tribune biz editor, columnist dies

Cliff Pletschet, whose personal investment columns appeared in the Oakland Tribune and other Bay Area News Group newspapers for more than 30 years until this spring, died Sunday in Oakland. He was 80.

A story on the Contra Costa Times site states, “Pletschet also served as business editor for the Oakland Tribune, but his real love was writing columns that deciphered the investment world. He often said that he knew what people needed: education and information to make better investment choices.

“Among some of the principles that he preached were to ‘buy equity not debt,’ ‘if you do not understand an investment, do not invest in it,’ and ‘set personal investment goals.’

“In one column explaining financial derivatives, Pletschet warned readers to stay away from any investments ‘that had so many moving parts.’ He also encouraged the purchase of stocks that paid dividends and discouraged investments that were not highly liquid.

“Fran Pletschet said that Cliff often received notes and cards from readers thanking him for advice that made them money.”

Read more here.