The Death(Rebirth) of Equities> In August 1979, Business Week declared equities dead. In May 1983, Business Week declared equities reborn. However, between death (1979) and rebirth (1983) the S&P 500 increased in total value 60%, close to 15% per year. If you had ignored Business Week in 1979 and bought equities on the day they supposedly died your portfolio would have gone up 60%, too. Lesson learned: downs are temporary, ups are permanent.