The Telegraph Media Group (TMG) believes it has turned a digital corner by attracting a growing online audience.
It bases its argument on data provided by comScore, the internet analytics company that is used by UK ad agencies (and by US publishers).
According to the latest available comScore numbers, for July, the Telegraph - despite its so-called "soft" paywall - enjoyed 51% year-on-year growth in its website's UK page views.
This contrasts with falls among three of its rivals, with the Independent down 25%, Mail Online down 13% and the Guardian down 3%. (Incidentally, on the same metric, the Mirror was up 191% while the Sun, now behind a paywall, was down 91%).
Quarterly comparisons give the Telegraph even greater reason to rejoice. In the May to July this year compared to the same period last year, the Telegraph was up 70%.
The other three also showed rises - Mail Online was up 27%, the Indy up 11% and the Guardian up 6%.
Now, I have to counsel some caution because there are concerns about the integrity of comScore data. It is compiled by tags on websites and other mobile products along with reporting by a panel involving thousands of people.
It is evident that the company's panel data is overlaid with certain assumptions that some publishers argue has led to "under-reporting" of individual browser figures.
Countering that view, however, are concerns about the reliability of the self-reported figures produced by the industry's acknowledged auditor, ABC. Critics claim these do not filter out traffic from web crawlers (But note the comment below by Jerry Wright, ABC's chief executive, contesting that point).
Taking all that into account, there is no denying that TMG's comScore figures do look favourable and have given its editor-in-chief, Jason Seiken, reason to be cheerful as he prepares to celebrate one year in post (next month).
It is understood that TMG's online usage in August was more than 16% ahead of July, making it a record month. Internal data also suggests that UK video viewing increased by 108% over the previous year while the Telegraph's Facebook followers have risen 199% since January to 1.76m.
Seiken is cautiously optimistic about the changes, saying only: "It's still early days, and we don't get too excited about a few months of growth, but the numbers certainly are encouraging."
But what about the Telegraph's newsprint offering? I was critical last month about the paper's sensationalist headline when police searched Sir Cliff Richard's house.
This was hardly an isolated example of its somewhat tabloidish news coverage, which confirmed, incidentally, views expressed by readers in an internal Telegraph survey a year ago.
Although a follow-up survey, conducted earlier this summer, found that these concerns had virtually disappeared, the paper's choices - not least in terms of the size and celebrity content of front page pictures - reveal a populist approach.
A regular page 1 diet of diet and health scare stories also suggest that the paper remains influenced by the Daily Mail's agenda.
Seiken can point to a refreshed business section, and the promotion of new columnists, such as Bryony Gordon and Emma Barnett, but I still think the Telegraph's print version is not serious enough.
