  We report direct single-laser excitation of the strictly forbidden
(6s^2)^1S_0 -(6s6p)^3P_0 clock transition in the even 174Yb isotope confined to
a 1D optical lattice. A small (~1.2 mT) static magnetic field was used to
induce a nonzero electric dipole transition probability between the clock
states at 578.42 nm. Narrow resonance linewidths of 20 Hz (FHWM) with high
contrast were observed, demonstrating a record neutral-atom resonance quality
factor of 2.6x10^13. The previously unknown ac Stark shift-canceling (magic)
wavelength was determined to be 759.35+/-0.02 nm. This method for using the
metrologically superior even isotope can be easily implemented in current Yb
and Sr lattice clocks, and can create new clock possibilities in other alkaline
earth-like atoms such as Mg and Ca.
