We study the directional excitation of optical surface waves controlled by the magnetic field of light. We theoretically predict that a spinning magnetic dipole develops a tunable unidirectional coupling of light to transverse electric (TE) polarized Bloch surface waves (BSWs). Experimentally, we show that the helicity of light projected onto a subwavelength groove milled into the top layer of a 1D photonic crystal (PC) controls the power distribution between two TE-polarized BSWs excited on both sides of the groove. Such a phenomenon is shown to be solely mediated by the helicity of the magnetic optical field, thus revealing a magnetic spin-orbit interaction of light. Remarkably, this magnetic optical effect is clearly observed via a near-field coupler governed by an electric dipole moment: it is of the same order of magnitude as the electric optical effects involved in the coupling. This opens up new degrees of freedom for the manipulation of light and offers desirable and novel opportunities for the development of integrated optical functionalities.