Herein, the effect of Ce-Zn substitution on the structure and magnetic properties of oriented barium M-type hexagonal ferrite (BaM) Ba1_xCexFe12_xZnxO19 (x = 0.0, 0.1, 0.2, 0.3, and 0.4) was investigated. XRD results show that when the Ce-Zn substitution amount exceeds 0.20, Fe2O3, CeO2 and BaFe16Zn2O27 impurity phases coexist in the BaM structure. As the Ce-Zn substitution content increases, the density (ds) of BaM tends to decrease, resulting in an increase in porosity. Correspondingly, Mr/Ms, Hc and K1 decreased monotonically with the increase of Ce-Zn substitution. In addition, the saturation magnetization Ms value first increased and then decreased with the increase of the substitution amount, and reached the maximum value when x = 0.1. Ha is the opposite of Ms and reaches a minimum at x = 0.1. The relatively satisfactory performances (Ms = 65.78 emu/g, Mr/Ms = 0.892 and Ha = 11,068 Oe) were detected in BaM at x = 0.1, which makes it a potential candidate for microwave devices.