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Simultaneous substitutions of varying amounts of Zn 2+ Ti 4+ and Mg 2+ Ti 4+ have been incorporated into Li ferrite. A comparative study of the magnetic and electrical properties of the two series has been carried out. Diverse trends of variation of some of the magnetic parameters have been observed for the two sets of ferrite samples. The observed behaviour is explained on the basis of the site preference of substituent ions and their effect on the microstructural developments in the material.