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We develop a method of spectroscopy that uses a weak static magnetic field toenable direct optical excitation of forbidden electric-dipole transitions thatare otherwise prohibitively weak. The power of this scheme is demonstratedusing the important application of optical atomic clocks based on neutral atomsconfined to an optical lattice. The simple experimental implementation of thismethod -- a single clock laser combined with a DC magnetic field-- relaxesstringent requirements in current lattice-based clocks (e.g., magnetic fieldshielding and light polarization), and could therefore expedite the realizationof the extraordinary performance level predicted for these clocks. We estimatethat a clock using alkaline earth-like atoms such as Yb could achieve afractional frequency uncertainty of well below 10^-17 for the metrologicallypreferred even isotopes

Magnetic Field-Induced Spectroscopy of Forbidden Optical Transitions with Application to Lattice-Based Optical Atomic Clocks