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Sub ArcText()
    ' tested with USHighways shape file in layer(0)
    Dim pMxDoc As IMxDocument
    Set pMxDoc = ThisDocument
    
    Dim pGFLayer As IGeoFeatureLayer
    Set pGFLayer = pMxDoc.FocusMap.Layer(0)
    
    pGFLayer.AnnotationProperties.Clear
                
    Dim pLLP As ILineLabelPosition
    Set pLLP = New LineLabelPosition
    With pLLP
        .Above = False
        .AtEnd = False
        .Below = False
        .Horizontal = False
        .InLine = True
        .OnTop = True
        .Parallel = True
        .ProduceCurvedLabels = False
    End With
        
    Dim pLELP As ILabelEngineLayerProperties
    Set pLELP = New LabelEngineLayerProperties
    With pLELP
        Set .Symbol = New TextSymbol
        .IsExpressionSimple = True
        .Expression = "[rsd111wpt.WAYPOINTNO]"
        .BasicOverposterLayerProperties.LineLabelPosition = pLLP
    End With
    
    Dim pALP As IAnnotateLayerProperties
    Set pALP = pLELP
    With pALP
        .DisplayAnnotation = True
        Set .FeatureLayer = pGFLayer
        .LabelWhichFeatures = esriVisibleFeatures
        .WhereClause = "rsd111wpt.WAYPOINTNO"
    End With
    
    pGFLayer.AnnotationProperties.add pLELP
    pGFLayer.DisplayAnnotation = True
    pMxDoc.ActiveView.Refresh
    
End Sub

Option Explicit
Sub ArcText()
    ' tested with USHighways shape file in layer(0)
    Dim pMxDoc As IMxDocument
    Set pMxDoc = ThisDocument
    
    Dim pGFLayer As IGeoFeatureLayer
    Set pGFLayer = pMxDoc.FocusMap.Layer(0)
    
    pGFLayer.AnnotationProperties.Clear

    Dim pLLP As ILineLabelPosition
    Set pLLP = New LineLabelPosition
    With pLLP
        .Above = False
        .AtEnd = False
        .Below = False
        .Horizontal = False
        .InLine = True
        .OnTop = True
        .Parallel = True
        .ProduceCurvedLabels = False
    End With
        
    Dim pLELP As ILabelEngineLayerProperties
    Set pLELP = New LabelEngineLayerProperties
    With pLELP
        Set .Symbol = GetTextSymbol
        .IsExpressionSimple = True
        .Expression = "[ADMN_CLASS]"
        .BasicOverposterLayerProperties.LineLabelPosition = pLLP
    End With
    
    Dim pALP As IAnnotateLayerProperties
    Set pALP = pLELP
    With pALP
        .DisplayAnnotation = True
        Set .FeatureLayer = pGFLayer
        .LabelWhichFeatures = esriVisibleFeatures
        ' omitting whereclause apparently makes it
        '"Label all features the same"
        '.WhereClause = "[ADMN_CLASS] = 'Interstate'"
    End With
    
    pGFLayer.AnnotationProperties.Add pLELP
    pGFLayer.DisplayAnnotation = True
    pMxDoc.ActiveView.Refresh
    
End Sub

Function GetTextSymbol() As ITextSymbol
    ' from the arcobjects help for IFormattedTextSymbol
    Dim myTxtSym As IFormattedTextSymbol
    Set myTxtSym = New TextSymbol
    
    '** Set the font for myTxtSym
    Dim myFont As IFontDisp
    Set myFont = New StdFont
    
    myFont.Name = "Courier New"
    myFont.Size = 8
    myTxtSym.Font = myFont
    
    '** Set the Color for myTxtSym to be Dark Red
    
    Dim myColor As IRgbColor
    Set myColor = New RgbColor
    
    myColor.Red = 150
    myColor.Green = 0
    myColor.Blue = 0
    
    myTxtSym.Color = myColor
    
    '** Set other properties for myTxtSym
    myTxtSym.Angle = 0
    myTxtSym.RightToLeft = False
    myTxtSym.VerticalAlignment = esriTVABaseline
    myTxtSym.HorizontalAlignment = esriTHAFull
    myTxtSym.CharacterSpacing = 20
    myTxtSym.Case = esriTCNormal
    Set GetTextSymbol = myTxtSym
End Function