A long-standing conjecture of Faith in ring theory states that a left self-injective semi-primary ring A is necessarily a quasi-Frobenius ring. We propose a new method for approaching this conjecture, and prove it under some mild conditions; we show that if the simple A-modules are at most countably generated over a subring of the centre of A, then the conjecture holds. Also, the conjecture holds for algebras A over sufficiently large fields, i.e. if the cardinality of is larger than the dimension of the simple A-modules (or of A/Jac(A)). This effectively proves the conjecture in many situations, and we obtain several previously known results on this problem as a consequence.