We have considered a semi-dense dispersion composed of ferromagnetic rodlike particles with a magnetic moment normal to the particle axis to investigate the rheological properties and particle orientational distribution in a simple shear flow as well as an external magnetic field. We have adopted the mean field approximation to take into account magnetic particle-particle interactions. The basic equation of the orientational distribution function has been derived from the balance of the torques and solved numerically. The results obtained here are summarized as follows. For a very strong magnetic field, the magnetic moment of the rodlike particle is strongly restricted in the field direction, so that the particle points to directions normal to the flow direction (and also to the magnetic field direction). This characteristic of the particle orientational distribution is also valid for the case of a strong particle-particle interaction, as in the strong magnetic field case. To the contrary, for a weak interaction among particles, the particle orientational distribution is governed by a shear flow as well as an applied magnetic field. When the magnetic particle-particle interaction is strong under circumstances of an applied magnetic field, the magnetic moment has a tendency to incline to the magnetic field direction more strongly. This leads to the characteristic that the viscosity decreases with decreasing the distance between particles, and this tendency becomes more significant for a stronger particle-particle interaction. These characteristics concerning the viscosity are quite different from those for a semi-dense dispersion composed of rodlike particles with a magnetic moment along the particle direction. (c) 2007 Elsevier Inc. All rights reserved.