This experiment was carried out to examine the effects of morphology on properties of La-Co substituted SrM ferrite. The magnetic properties of calcined and sintered materials were varried with the substitutional amount of La and Co elements in Sr-ferrite. In the substituted SrM ferrite, the atomic fraction x of La is directly related to the mole ratio n of iron oxide and the atomic fraction y of Co by equation x=2ny. The Hcj values of the calcined powder were about 270 kA/m and 240 kA/m with x=0.3 and x=0.2, respectively at stoichiometry, n=6.0. Crystallites of the sintered material were grown with a plate shape, and their size decreased with increasing mole ratios. Such a shape was caused by the initial state of crystallite formed after calcination. In case of x=0.3 and n=6.0, Br was 415 mT and Hcj was 355 kA/m, and in x=0.2 and n=6.0, Br was 410 mT and Hcj was 370 kA/m. The squareness in 2nd quarter of BH curve with x=0.2 was smoothly improved to compared with x=0.3.