LOST IN TRANSLATION, AGAIN

'The average BusinessWeek readers is anything but average'

This is simple enough to understand, right? It means the typical reader of the magazine is higher in the social structure. It's a slogan used in advertising around the world and is a play on the word 'average'. It's uses two different meanings for the same word - average.
Now try translating this into Thai - it doesn't work. There is a Thai word for average in the sense of 'taking an average of two figures' but that's all it means. To get a correct meaning of that same phrase in Thai would mean translating the phrase 'The typical reader of BusinessWeek is generally of a higher class than the majority of the population'. You can see my problem?