The sites for $Fe^{+3}$ are partly substituted by $Co^{+2}$ and $Ti^{+4}$ cations to control coercivity of Ba-ferrite particles for use in high density magnetic recording. The substituted $Co^{+2}$ cation has very much different effects on magnetic properties and particle characteristics from that $Ti^{+4}$ cation has. The decrease in the coercivity with the $Co^{+2}$ substitution is attributed to the formation of excessive spinel-block(S-block) in pure Ba-ferrite crystal, while saturation magnetization is increased and the distributions of coercivity and particle size become broad. The substitution with the $Ti^{+4}$ decreases the sauration magnetization, but has less effect on a change in coercivity than the $Co^{+2}$. The $Ti^{+4}$ acts as a nucleation agent in amorphous phase of formulated compound, and consequently particle size and aspect ratio are decreased. Furthermore, the enhancement of substitution of the $Co^{+2}$ for the $Fe^{+3}$ sites in rhombohedral-block(R-block) by the $Ti^{+4}$ retards the nucleation of spinel phase of Ba-ferrite, which results in uniform magnetic properties of Ba-ferrite particles. It is suggested that the contents of the cations to be substituted for the $Fe^{+3}$ sites are optimized on the bases of magnetic properties and particle characteristics rather than on the base of electrical charge balance.