AVR-Chat

I am using AVRStuio, most recent release (with SP2).  I have a problem:

I have the following:

.cseg

LABEL:  .db 0x41, 0x42, 0x00
LABLE1: .db 0x43, 0x44, 0x45, 0x00   etc.

Everything assembles without error.  When I do the following:

    ldi     Z,      LABLE
    lds     R22,    Z+

   Instead of getting 0x41, I am getting 0xff, suggesting that I am
reading somewhere off in never-never land in the program memory.

   The Z register does hold the correct address for the string in
question.

   In looking through the .obj and .hex files, I note that the strings
I am defining (there of 350 bytes worth) do not exist in these files.

   What am I doing wrong, please?

avrFreak