for everyone and anyone who is passionate about the diving industry. Whether you’re a loyal attendee or this is your first DEMA Show, the Show is a MUST-attend event if you want to experience the latest industry trends and develop business and professional relationships in a face-to-face setting unlike any other.


275+ Education Sessions

26% of attendees are NEW to DEMA Show each year

85% of attendees come to DEMA Show to evaluate and demo new products

New World Publications

Jacksonville,  FL 
United States
  • Booth: 611

Marine Life Education - A lifelong learning adventure!

In the early 1980's a mutual friend introduced Ned DeLoach to Paul Humann and they became co-editors at Ocean Realm magazine. During Paul's decade-long stint as owner/operator of the Cayman Diver he amassed an extensive library of underwater images. Combining his knowledge of marine wildlife and the dive business with Ned's background in education and publishing, the pair published the first edition of Reef Fish Identification - Florida, Caribbean, Bahamas in 1989. The guide was soon followed by two companion volumes, Reef Creature Identification (1992) and Reef Coral Identification (1993), which together make up the now famous Reef Set. Our books expanded to other regions and now include more than 13 different titles on marine life. We are now in the 4th edition of the orginal Reef Fish Identification - Florida, Caribbean, Bahamas with the book available on DVD, in Travel Edition format and PDF ebook format. We have books availaible to the Galapagos Islands, Baja to Panama, California to Alaska and the Tropical Pacific. We also now sell PDF ebooks directly from our website and have an affiliate program for stores and resorts to promote and sell the ebooks.