  We develop a method of spectroscopy that uses a weak static magnetic field to
enable direct optical excitation of forbidden electric-dipole transitions that
are otherwise prohibitively weak. The power of this scheme is demonstrated
using the important application of optical atomic clocks based on neutral atoms
confined to an optical lattice. The simple experimental implementation of this
method -- a single clock laser combined with a DC magnetic field-- relaxes
stringent requirements in current lattice-based clocks (e.g., magnetic field
shielding and light polarization), and could therefore expedite the realization
of the extraordinary performance level predicted for these clocks. We estimate
that a clock using alkaline earth-like atoms such as Yb could achieve a
fractional frequency uncertainty of well below 10^-17 for the metrologically
preferred even isotopes.
