1
I think all players should be compared to average since that is the actual benefit/penalty the team's recieve. WAR already accounts for positional difference via defensive run adjustments.
That said, the league average rate for 1B last season was 15.5 per 691 PAs. Of course 1B combined for a 846 OPS last season so part of this was due to more runners on base.
The vast majority of Kotchman's PAs are in the 5th-7th spots. His GIDP rate will go up as a 3rd hitter behind two on-base machines.