I have a work around for your problem.
1) You can assign the value of variable to a hidden field in master page. And in the load event of content page you can read that value from the field.
It would go like this:::
hidden_Label =var
on contect page :: hidden_label2
hidden_control2=ctype(me.master.findcontrol("hidden_control"),label)
if i could get some easy code i will reply.