My List View is set to Report style.
I can add data to the first column fine, but when I try to use the iSubItem flag, the string is not added to the second column.

Code:
lvColumn.mask = LVCF_TEXT | LVCF_WIDTH;
lvColumn.cx = 100;
lvColumn.pszText = "Column 1";
ListView_InsertColumn(hWndListView, 0, &lvColumn);

lvColumn.pszText = "Column 2";
ListView_InsertColumn(hWndListView, 1, &lvColumn);

lvItem.mask = LVIF_TEXT;
lvItem.pszText = "row 1, col 1";
ListView_InsertItem(hWndListView, &lvItem);

lvItem.pszText = "row 2, col 1";
ListView_InsertItem(hWndListView, &lvItem);

lvItem.iSubItem = 1;
lvItem.pszText = "row 1, col 2";
ListView_InsertItem(hWndListView, &lvItem);