Co2+ and Ti4+ substituted M-type barium ferrite, BaFe~z-zxCo,TixOl~, with x from 0 to 0.9 has been prepared using a modified ceramic method and investigated by electron microscopy, vibrating sample magnetometry and Mossbauer spectroscopy. Results show that Coz+ and Ti4+ cations prefer to occupy the 4fv1 and 2b crystallographic sites, with 4fw and 2a sites are only slightly involved as well for x > O.G. These site preferences will significantly weaken the uniaxial anisotropy of this material which is attributed to the contribution of iron ions at the 2b and 4fvl sites. As a consequence, the coercive force of BaFe~z-zxCo,TixOl~ drastically decreases and the magnetization remains almost a constant as x increases.